1. Radio Plus Outdoor – A Powerful Combination
"Our research shows the great synergy between radio and
outdoor. Nearly half of all heavy radio listeners are heavily
exposed to outdoor. This is the highest correlation of all
media. It is about double newspaper and TV. Radio and
outdoor provide a strong multi-media combination of sight
and sound and provides two great media to sell in
combination.”
Bob Jordan
President
The Media Audit
2. The more time spent traveling, the longer the
time spent with radio.
Throughout this study we find thatOutdoormedia andradiomove in
lock step with each other.The greater the time spent with Outdoor
media, the greater the time spent with radio. Light vehicle
drivers/passengers spend two hours and forty-five minutes per day with radio.
Medium vehicle drivers/passengers listen to radio two hours and fifty minutes
a day. Mega-milers spend a whopping three hours and twenty-seven minutes a
day with radio.
3:50
3:21
2:52 3:27
2:24 2:45 2:50
1:55
1:26
0:57
0:28
0:00
Light Vehicle Drivers/Passengers Medium Vehicle Mega-Milers (261 or More
(1-99 Miles Per Week) Drivers/Passengers (100-260 Vehicle Miles Per Week)
Vehicle Miles Per Week)
Source: The Arbitron Outdoor Study: Outdoor Media Consumers and Their Crucial Role in the Media Mix. 2009
3. There is a Synergy Between Radio and
Outdoor that Works Well for Advertisers
“Have you ever heard a radio advertisement for a product or service you also
saw advertised on a billboard?”
40.0%
60.9% 57.6% 59.7%
35.0% 55.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
Adults 18+ Adults 25-54 Women 25-54 Hispanic Adults 18+
Source: Arbitron Edison NAB In Car Study October 2003.
4. Data compiled by Katz Media
Prepared by:
Portland Area Radio Council and
Seattle Area Radio Association 2012
www.portlandradio.org
www.seattleradio.org
Source: Arbitron and Media Audit Winter
2011