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 JordanPresidentThe Media Audit

2:45 2:50

3:27

0:00

0:28

0:57

1:26

1:55

2:24

2:52

3:21

3:50

Light Vehicle Drivers/Passengers(1-99 Miles Per Week)

Medium VehicleDrivers/Passengers (100-260

Vehicle Miles Per Week)

Mega-Milers (261 or MoreVehicle Miles Per Week)

Throughout this study we find that Outdoor media and radio move 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.

The more time spent traveling, the longer the time spent with radio.

Source: The Arbitron Outdoor Study: Outdoor Media Consumers and Their Crucial Role in the Media Mix. 2009

“Have you ever heard a radio advertisement for a product or service you also saw advertised on a billboard?”

55.0% 60.9% 57.6% 59.7%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

Adults 18+ Adults 25-54 Women 25-54 Hispanic Adults 18+

Source: Arbitron Edison NAB In Car Study October 2003.

There is a Synergy Between Radio and Outdoor that Works Well for Advertisers

Data compiled by Katz Media

Prepared by: Portland Area Radio Council and

Seattle Area Radio Association 2012www.portlandradio.orgwww.seattleradio.org

Source: Arbitron and Media Audit Winter 2011