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Out-of-Home Advertising Viewed by 3 in 4 U.S. Adults


May 28, 2013 -- According to Arbitron's 2013 “Out-of-Home Advertising Report,” three in 4 U.S adults report having noticed ads featured on billboards (traditional or digital), buses, subways, wrapped vehicles and airport (transit), or shopping malls and bus shelters (street-level advertising) in the past month. This number rises to 84% among those who have driven or ridden in a vehicle.

Reported actions taken by consumers who viewed a billboard or other out-of-home (OOH) advertising in the past month:


The study also found that 8 in 10 billboard OOH advertising viewers make a point to look at the advertising message at least some of the time.


About: Arbitron and Edison Research completed 912 surveys with U.S. residents aged 18+ to examine Americans’ travel habits and their relationship to out-of-home media. Data were weighted to national 18+ population figures. The research was conducted in January and February 2013 through telephone interviews using random digit dialing (RDD) landline and cell phone sampling. The survey was offered in both English and Spanish language.

Source:  Marketing Charts, Out-of-Home Ads Reach 3 in 4 American Adults, Spur Various Responses, May 28, 2013.