Media Audit: Four Of Five Top Markets For Heavy Outdoor Users Are In Texas
April 25, 2007 at 10:11 AM (PT)
A new national study by THE MEDIA AUDIT shows that Texans are among some of the heaviest users of outdoor advertising in the U.S. According to the 87-market survey, HOUSTON-GALVESTON and RIVERSIDE-SAN BERNARDINO took the top two spots in a survey of the nation's top heavy outdoor users, followed by AUSTIN, SAN ANTONIO, AND DALLAS-FT. WORTH. According to the survey, heavy outdoor users are defined as having driven more than 200 miles in a typical week.
Surveys conducted between JANUARY 2006 and MARCH 2007 show that an average of 37% of all adults in the U.S. drive more than 200 miles in a typical week, a figure that has remained unchanged from a year earlier. However, among adults in the HOUSTON-GALVESTON market, 54.1% drive more than 200 miles in a typical week, a figure that is 46% higher than the national average. In AUSTIN, 51.2% of the adult population drive more than 200 miles in a typical week, up from 48.4% a year earlier. Last year, AUSTIN was ranked seventh in heavy outdoor usage and has moved up in the rankings to third.
Both SAN ANTONIO and DALLAS-FT. WORTH have remained among the top five heaviest outdoor markets for the current and previous year, with nearly half of the adult population in each market who drive more than 200 miles in a typical week.
BOB JORDAN, President of HOUSTON-based INTERNATIONAL DEMOGRAPHICS, states, "In HOUSTON, adults who are heavy users of outdoor earn $67,014 in household income, a figure that is significantly higher than the average adult in this market. Also in HOUSTON, adults who are heavy outdoor users outnumber heavy users of newspaper, radio, direct mail and television."
Rounding out the top 10 markets for heavy outdoor usage are ATLANTA (49.3% of the adult population drives 200 or more miles per week), TULSA (49.2%), CHARLOTTE-GASTONIA-ROCK HILL (49%), GREENSBORO-WINSTON SALEM-HIGH POINT (48.9%) and JACKSON, MS (48.6%).
A special media-day analysis conducted among THE MEDIA AUDIT's 87 measured markets shows that in 47 markets, heavy users of outdoor outnumber heavy users of radio, newspaper, TV, and Internet with adults who plan to purchase a new car, van, truck, or SUV.