Out-of-Home Ads Reach 3 in 4 American Adults, Spur Various Responses

Arbitron-Responses-to-Out-of-Home-Advertising-May20133 in 4 American adults report having noticed billboard (static or digital), transit or street-level advertising in the past month, finds Arbitron in its 2013 “Out-of-Home Advertising Report,” and that rises to 84% among those who have driven or ridden in a vehicle. Among adults who have viewed a billboard or other out-of-home media in the past month (“OOH media viewers”), many have taken a range of online and offline responses, ranging from watching an advertised TV show to visiting an advertised website.

Below is a list of responses reported by OOH media viewers:

  • 40% visited an advertised restaurant;
  • 39% visited an advertised store;
  • 29% visited a store that week after seeing a sale or special advertised;
  • 26% immediately visited a store, business or restaurant;
  • 26% visited an advertised website;
  • 28% visited a website that week after seeing a sale or special advertised;
  • 12% accessed a coupon or other information on a mobile device;
  • 39% talked about the ad or product advertised;
  • 8% posted on a blog or social network about an ad or product advertised;
  • 24% recommended the product or brand to others;
  • 40% watched a TV program that was advertised;
  • 23% listened to a radio station that was advertised;
  • 18% called a phone number for the advertised product or store; and
  • 33% attended a public event or performance that was advertised.

Touting the value of out-of-home advertising, the study also reveals that 8 in 10 billboard viewers make a point to look at the advertising message at least some of the time, while OOH media viewers overall are more likely to live in upper-income households. With more than half of the respondents saying they make their purchasing decisions most often while away from home, the study notes the opportunity for advertisers to reach these consumers with their messaging during their crucial decision-making times.

About the Data: Arbitron and Edison Research completed 912 surveys with U.S. residents aged 18 or older to investigate Americans’ travel habits and their relationship to out-of-home media. 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. Data were weighted to national 18+ population figures.