Radio Plus Outdoor – A Powerful Combination"Our research shows the great synergy between radio andoutdoor. Nearly half of all heavy radio listeners are heavilyexposed to outdoor. This is the highest correlation of allmedia. It is about double newspaper and TV. Radio andoutdoor provide a strong multi-media combination of sightand sound and provides two great media to sell incombination.” Bob Jordan President The Media Audit
The more time spent traveling, the longer thetime spent with radio.Throughout this study we find thatOutdoormedia andradiomove inlock step with each other.The greater the time spent with Outdoormedia, the greater the time spent with radio. Light vehicledrivers/passengers spend two hours and forty-five minutes per day with radio.Medium vehicle drivers/passengers listen to radio two hours and fifty minutesa day. Mega-milers spend a whopping three hours and twenty-seven minutes aday 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
There is a Synergy Between Radio andOutdoor that Works Well for Advertisers“Have you ever heard a radio advertisement for a product or service you alsosaw 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.
Data compiled by Katz Media Prepared by: Portland Area Radio Council and Seattle Area Radio Association 2012 www.portlandradio.org www.seattleradio.orgSource: Arbitron and Media Audit Winter 2011
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