Santa Clara County Transit Advertising

SANTA CLARA COUNTY
MEDIA GUIDE

MEDIA GUIDE
| SANTA CLARA COUNTY | lamar.com
OUR HISTORY
ABOUT SANTA CLARA COUNTY
MARKET PROFILE
TRANSIT ADVANTAGE
NATIONAL IN-CAR STUDY
SANTA CLARA COUNTY COMPETITIVE
MEDIA PRESENCE
TRANSIT COVERAGE MAP
PRODUCT OFFERINGS
BUS
LIGHT RAIL
RATE CARD
BUS
LIGHT RAIL
ADVERTISING COMPANY
SANTA CLARA COUNTY

A simple flip of the coin in Pensacola, Florida,
landed Charles W. Lamar Sr. the opportunity
of a lifetime. In 1908, when Mr. Lamar and
J.M. Coe decided to dissolve their three-year
partnership, a coin toss was used to divide
their assets: the Pensacola Opera House and
the Pensacola Advertising Company, the
small poster company created to promote the
Opera House. Mr. Lamar lost the toss, and
was left with the less-lucrative poster company,
which he renamed Lamar Outdoor Advertising
Company. Over the course of the next century,
Mr. Lamar and his descendants built Lamar
Advertising from a small sign company on the
Gulf Coast into one of the largest providers of
Out-of-Home advertising in the nation.
Through generations of commitment,
integrity, and innovation, Lamar has
changed the nation’s landscape while
still maintaining the character of a
family business.
OUR HISTORY
| SANTA CLARA COUNTY
Dominic Hecht, Your Lamar Representative
408.826.1696 | dhecht@lamar.com

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SAN JOSE IS THE CAPITAL
OF SILICON VALLEY
Located at the southern end of the of
the San Francisco Bay, Santa Clara
County is the most populous county in
the Bay Area, and one of the most
affluent counties in the United States.
Encompassing most of the county,
Silicon Valley is home to many of the
world’s largest high-tech corporations,
as well as thousands of startup
companies.
The county boasts of wealth of history,
art, and culture, particularly of Hispanic
influence. San Jose is now considered
to be a global city, and notable for its
affluence, and high cost of living.
ABOUT SANTA CLARA COUNTY
| SANTA CLARA COUNTY Dominic Hecht, Your Lamar Representative

MARKET PROFILE
SANTA CLARA COUNTY
AVAILABLE PRODUCTS IN THIS AREA:
49.9% MALE 50.1% FEMALE
18-24 y/o 11.6% 45-54 y/o 19.3%
25-34 y/o 18.4% 55-64 y/o 15.1%
35-44 y/o 19.9% 65 & older 15.8%
2.4%ARE AFRICAN AMERICAN. 24.7%ARE HISPANIC.
52.0% OF HOUSEHOLDS EARN > $75,000/YEAR
56.9% OWN THEIR RESIDENCE WHILE 40.8% RENT
1,894,605
P O P U L A T I O N :
95%OF ADULTS IN
THIS AREA DRIVE
EVERY WEEK.
57%COMMUTE TO
WORK EACH DAY.
29% COMMUTE OVER
40 MINUTES DAILY.
42.2% OF RESIDENTS ARE COLLEGE GRADUATES
AREA EVENTS & ATTRACTIONS:MAIN ROADWAYS:
I-280 | I-680 | I-880
Southbay Fwy | Bayshore Fwy
Guadalupe Fwy | Nimitz Fwy
El Camino Real
W Valley Fwy
San Tomas Expressway
San Francisco 49ers | San Jose Earthquakes | San Jose SaberCats | San Jose Giants
San Jose Broncos
San Jose State University | Santa Clara University | Sofia University | Palo Alto University
Golden Gate University | Northwestern Polytechnic University
Franklin Square | Gilroy Premium Outlets | Great Mall of the Bay Area | Mercado Santa Clara
Rivermark Village | Santa Clara Town Centre | Santana Row | Westfield Valley Fair
Children’s Discovery Museum | Levi’s Stadium | California’s Great America | Intel Museum
Tech Museum of Innovation | Triton Museum of Art | Winchester Mystery House | SAP Center
San Jose Flea Market | Art & Wine Festival | Cinequest Film Festival | Christmas in the Park
Pacific International Quilt Festival | Vintner’s Festival | Downtown Santa Clara Farmer’s Market
San Jose Jazz Winter Fest | Gilroy Garlic Festival | Santa Clara County Fair
SPORTS:
- 53% of area homes subscribe to cable. 47% of these households use a DVR.
- 41% of residents are heavy radio listeners. 8% have a satellite radio.
- 47% of people in the area read a daily newspaper.
COMPETITIVE MEDIA:
HIGHER EDUCATION
SOURCES: SCARBOROUGH USA+ 2014 (Release 1), US CENSUS
BUS
LIGHT RAIL

Newspaper..............................................................Daily
$28.00
Outdoor...................................................Rotary Bulletins
$4.24
Outdoor...................................................................Poster
$3.63
Outdoor...................................................................Transit
$1.97
Radio............................................................................Spot
$7.80
Magazine..............................................................Fashion
$11.10
Online......................................................General Content
$13.00
Direct Mail......................................Co-op Not Targeted
$22.50
TV...............................................Broadcast: Spot TV Prime
$22.30
*Sources: Wells Fargo Securities, 2007-2008, Nielsen Out of Home Figures, 2011, retrieved
from 2011 Outdoor Advertising Association of America, Inc.
Transit advertising is highly effective out-of-home media, offering some of the best reach, frequency and impact
in the industry. Transit displays are larger than life, uncluttered and offer exposures throughout the day
REACH
Consumers now spend more time on the road and
less time at home than ever before. As fragmented
media sources compete for smaller audiences at
home, transit advertising delivers one of the greatest
demographic profiles and lowest cost per thousand
figures in the industry. Transit can reach a market
area more effectively than any other medium.
IMPACT
Transit advertisements capture attention where
people live, shop, work and play. Visible in downtown
business centers and upscale suburbs, these displays
provide local, regional and national advertisers a
competitive advantage and unrivaled impact.
TAKE IT OUTSIDE
Lamar provides in-house advertising sales, design,
production and installation. Call your sales representative
today and take it outside with Lamar.
FREQUENCY
Transit advertising targets your market all day: during
the drive to work, walk to lunch and bike ride before
dinner. Through repetition, one display can create
top-of-mind awareness and brand recognition in any
media campaign. Transit displays are the answer for
reaching an audience that has already turned off the
radio and thrown the paper away.
CPM COMPARISON
TRANSIT ADVANTAGE

HOW DO PEOPLE GET AROUND?
Arbitron's Out-of-Home Advertising Study is a national survey of U.S.
residents to uncover the size and composition of the Out-of-Home
audience, the viewership of outdoor ads, and how Out-of-Home ads
affect purchasing decisions.
87% 17% 54%
MEDIUM
TRAVELERS
HEAVY
TRAVELERS
30%
34%
87% DRIVE OR RIDE IN A
PERSONAL VEHICLE
17% RIDE AS A PASSENGER
IN A PUBLIC BUS OR TAXI
54% WALK IN A TOWN, CITY,
OR DOWNTOWN AREA
AVERAGE TIME SPENT TRAVELING (WEEKLY)
MON - FRI: 3H &16 MIN
SAT & SUN: 1H &5 MIN
20H16 MIN
TOTAL WEEKLY AVERAGE
82%
LOOK AT OOH ADS
OF
PEOPLE
SOURCES: Arbitron 2013 Out of Home Advertising Study

COMPETITIVE MEDIA PRESENCE
IN THE SANTA CLARA COUNTY MARKET
OUT-OF-HOME IS A
CONSTANT MEDIA
COMPANION.
Outdoor ads deliver consistent
impressions as trends shift in
other forms of advertising.
Out-of-Home can compliment,
reinforce, and extend the reach
of other ad types in your
campaign as part of a
media mix strategy.
RADIO
96+LOCAL RADIO STATIONS ARE AVAILABLE TO
SANTA CLARA COUNTY AREA LISTENERS.
8% of Santa Clara County residents have a satellite radio.
Your target listener must tune in to the exact station your commercial is on and
be actively listening at the time your ad plays. Your transit ad is in the sight line of
all drivers in your target area.
NEWSPAPER
57%OF SAN BERNARDINO AREA RESIDENTS SAY THEY
DID NOT READ A NEWSPAPER THIS WEEK.
Among area newspaper readers, 26% are retired, 57% did
not graduate from college, and 64% do not have children in
their home.
Newspaper readership is steadily declining in favor of up-to-the-minute news sources.
Many papers have reduced publishing to a couple times per week. Transit ads
reach your target as long as people are moving around the city.
TELEVISION
50%OF SAN BERNARDINO HOMES DO NOT SUBSCRIBE
TO CABLE TELEVISION.
Of the remaining 50% of households that do get cable,
52% have a DVR, enabling them to skip commercials.
Like radio, your target must be tuned in at the right time, on the right channel,
be paying attention, and not choose to fast-forward through your message.
Transit cannot be turned off. Effective designs are hard to ignore.

TRANSIT COVERAGE
COVERAGE AREA
Santa Clara County
......................................................................................................................................
32 Million
426
71
1,236
Annual Passenger Trips
Buses
Fixed Routes
Square Miles Covered
11 Million
3
42.2
62
Annual Passenger Trips
Light Rail Lines
Miles Route
Stations
BUS LIGHT RAIL

BUSES
Circulating in the busiest areas of major metropolitan cities, bus advertising offers exposure to local commuters,
drivers and pedestrians. Lamar’s “moving billboards” are typically displayed on the exterior of the bus and come
in a variety of traditional sizes and high-impact specialty formats. Interior advertising options are also available to
help you reach bus passengers as they ride. Buses go where people go.
BUS BENEFITS:
• Buses are moving throughout residential and core business areas,
on secondary arteries and busy streets, every day.
• Moving billboards are available in a variety of sizes and formats,
ranging from side panel displays to fully wrapped buses.
• Bus ads deliver quick bursts of essential information throughout the
marketplace and are seen by both pedestrians and vehicular traffic at
the same time.
• Wraps and embellishments make your ad stand out
PRODUCT TYPES:
TRADITIONAL:
Traditional transit products deliver high
reach and frequency, while providing
consistent repetition of your message.
SIGNATURE:
Signature transit products deliver high
impact and recall, while providing a clear
brand message in areas that no other
medium can reach efficiently.

TRADITIONAL PRODUCT OFFERINGS
KING | 30” x 144”
SUPER KING | 30” x 216”

QUEEN | 30” x 88”
TAIL | 21” x 70”

INTERIOR CARD | 11” x 28”

SUPER TAIL | 2’6” x 7’
FULL BACK | 9’ x 7’
SIGNATURE PRODUCT OFFERINGS

EMPRESS | 43” x 114”
SUPER SQUARE | 9’ x 12’

KONG | 3’6” x 19’
KING KONG | 9’ x 19’

FULL SIDE | 9’ x 40’
FULL WRAP | (2) 9’ x 40’ + (1) 9’ x 7’
*Product displayed on bus in Albany

ART. FULL SIDE | 9’ x 60’
ART. FULL WRAP | (2) 9’ x 60’ + (1) 9’ x 7’

HEADLINER | 1’ x 40’
EXTENSION | Size Varies

Put your message in front of pedestrians and vehicles on routes inside and along the busiest corridors in the market
with Light Rail ads. Light Rails travel above ground, taking your ad to areas that other Out-of-Home advertising
formats cannot go. Light Rail ads come in a variety of sizes and high-impact formats, reaching rush hour traffic
and commuters where they live, work, shop and play.
LIGHT RAIL BENEFITS:
• Light Rails travel on routes inside and along the busiest corridors in
the market.
• These “moving billboards” are available in a variety of sizes and
formats, ranging from side panel displays to fully wrapped trains.
• Rail ads deliver quick bursts of essential information throughout the
marketplace and are seen by both pedestrians and vehicular traffic at
the same time. Interior options are seen by riders as they travel.
PRODUCT TYPES:
TRADITIONAL:
Traditional transit products deliver high
reach and frequency, while providing
consistent repetition of your message.
SIGNATURE:
Signature transit products deliver high
impact and recall, while providing a clear
brand message in areas that no other
medium can reach efficiently.

TRADITIONAL TRAIN PRODUCT OFFERINGS
FULL SIDE | 11’ x 80’
FULL WRAP | (2) 11’ x 80’

CENTER STAGE | 11’ x 10’
INTERIOR CARD | 11” x 28”

MICHELANGELO | 24” x 48”

STATION POSTER | 22” x 28”
WINDSCREEN | 96” x 106.5” or 60” x 71”
SIGNATURE TRAIN PRODUCT OFFERINGS

| SAN JOSE, CA | 4 WEEK SPACE RATES
DETAILSMARKET COVERAGE
Rates are NET and represent space only, subject to change. Materials may be provided for Traditional
products. Signature product sizes are approximate and reflect the average bus length within a
market. Icons are provided for reference only. Please contact your Lamar rep for exact design size
and specifications.
*Weekly GRPs and impressions are calculated using Dan Mallet (Team R/F Converter)
TRADITIONAL PRODUCTS
product rate/unit impressions/4wks
Santa Clara County, San Jose, Silicon Valley
product
SIGNATURE PRODUCTS
rate/unit *impressions/4wks
$500
$1,000
$500
$950
$1,000
$1,500
$2,500
$5,000
$2,750
$6,000
$250
$15/sq ft.
84,819
84,819
98,856
79,085
98,857
79,085
98,856
401,753
3,816,849
4,240,944
SUPER TAIL
2'6"x7'
FULL BACK
9'x7'
EMPRESS
42”x114”
SUPER SQUARE
9'x12'
KONG
3'6"x19'
KING KONG
9'x19'
FULL SIDE
9'x40'
FULL WRAP
(2) 9'x40' + (1) 9'x7'
ART. FULL SIDE
9'x60'
ART. FULL WRAP
(2) 9'x60' + (1) 9'x7'
HEADLINER
1'x40'
EXTENSION
VARIES
$715
$850
$450
$425
$30
98,856
98,856
98,856
84,819
pending audit
KING
30”x144”
SUPER KING
30”x216”
QUEEN
30”x88”
TAIL
21”x70”
INTERIOR CARD
11”x28”

| SAN JOSE, CA | 4 WEEK SPACE RATES
TRAIN PRODUCTS
product
6 periods*
rate/unit
annual*
FULL SIDE
11'x80'
FULL WRAP
(2) 11'x80'
CENTER STAGE
11'x10'
INTERIOR CARD
11"x28"
MICHELANGELO
24"x48"
$8,000
$12,000
$1,500
$26 / $34
$150
STATION POSTER
22"x28"
WINDSCREEN
96"x106.5" or 60"x71"
product
STATION PRODUCTS
rate/unit
$125
$1,000
DETAILS
Rates are NET and represent space only, subject to change. Materials may be provided for Traditional
products. Signature product sizes are approximate and reflect the average bus length within a
market. Icons are provided for reference only. Please contact your Lamar rep for exact design size
and specifications.
MARKET COVERAGE
Santa Clara County, San Jose, Silicon Valley

Santa Clara County Transit Advertising

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