Cleveland: Billboard prices soar for convention
Some 50,000 people are expected to pour into town for the event
July 11, 2016
The Republican National Convention takes place next week in Cleveland on July 18-21. It’s an opportunity for out-of-home advertisers to reach larger audiences than normal.
The convention is expected to bring at least 50,000 to the city, with most staying and hanging out around Quicken Loans Arena, where the event will be held.
Advertisers can reach a large and influential crowd, and vendors know these advertisers will be willing to pay for it. Prices have been inflated double digit percentages to reflect the big demand for OOH inventory.
To find out more about the out-of-home landscape in Cleveland, read on.
This is one in a Media Life series on buying out-of-home markets.
How it works
The epicenter of the Republican National Convention will be Quicken Loans Arena in downtown Cleveland, home of the NBA champion Cleveland Cavaliers.
The downtown Cleveland area has grown in recent years, and there is a substantial OOH presence on Interstates 71, 77 and 90. There are digital options in and around the downtown area, too, as well as large wallscapes.
With thousands of visitors flying in and out of Cleveland for the convention, Cleveland Hopkins Airport will also be a popular location for OOH advertising.
But the static and digital billboards along the highways in Cleveland are the cornerstone of the market’s OOH inventory. A vast majority of the city’s workers drive to work, meaning highway billboards are seen by thousands of eyeballs each day.
There are approximately 900 audited static billboard units and about 50 audited digital billboard structures in the Cleveland DMA, according to TAB.
The RNC is expected to generate $200 million in direct spending, based on the 2012 convention in Tampa. It’s expected to bring in 50,000 visitors, including 15,000 credentialed media members.
More than 16,000 hotel rooms have been requested in Northeast Ohio for the event, including about 5,000 in the downtown area.
How it is measured
Like other major markets, TAB ratings are used, while other data such as vehicular traffic, pedestrian traffic and travel surveys can be used.
What product categories work well
Some of the most common categories using out-of-home in the market include telecom, entertainment (particularly TV), spirits/alcohol, healthcare, education, business-to-business and local business ads.
The Cleveland metro area is 74 percent white, 20 percent black, 5 percent Hispanic and less than 2 percent Asian, according to 2010 census data.
The median household income in the market is $49,889, slightly higher than Ohio’s $49,308 but below the U.S. average of $53,657.
Making the buy
Typical lead time for OOH inventory is fairly standard, two to three weeks, although inventory is likely scarce for next week’s RNC.
Pricing generally ranges from $2,500 to $10,000 for a four-week campaign, depending on location. Prices were inflated by 15 to 30 percent heading into the RNC, buyers tell Media Life.
Who’s already in Cleveland
Recent or current out-of-home advertisers in the market include Nike, McDonald’s, Cleveland Cavaliers, Valley Ford Truck, Coors Light, Miller Lite and TV Land.
What they’re saying
“The RNC is a high-profile event that attracts national attention. Inventory during this timing will always drive a higher budget investment because of the heavy demand on the finite amount of inventory in the market.” — Tom Pirog, director of media at Billups.
After nearly 18 years, it’s time to say good-bye
Yet more evidence native advertising doesn’t work
A new type of cord-cutting: Snipping broadband
Coming, the collapse of radio’s iHeartMedia
Weeklies: Surviving if not thriving in digital age
Tweeter in chief: How Trump could save Twitter
Shows Trump hates are seeing big ad gains
Broadcast vs. cable: How the top shows stack up
A sign that coughs at your cigarette smoke
The word: Time Inc. sale is imminent
Rundown: Which advertisers have jumped from YouTube
Media Life’s Digital Media Transparency Initiative
HBO does hard time with Dwayne Johnson
- Arun Kumar becomes chief data and marketing tech officer at IPG
- Jenny Campbell rises to managing director at 72andSunny
- Adam Crandall becomes director of strategy at mono
- Mark Wildman rises to EVP of partnerships at Westwood One
- Kevin Craig rises to SVP of newspaper relations at AMG/Parade
- Bill Corvalan becomes VP of West Coast partnerships at AllOver Media
- Richard Just becomes editor at The Washington Post Magazine
- Gemma Lawson rises to VP and design director at Nickelodeon
- Ashley Judd joins Epix' 'Berlin Station'
- Former NBC ad sales executive Robert Blackmore dies at age 90
This week’s broadcast ratings
This week’s cable ratings
This week’s top-rated movies, songs and books
This week’s daypart ratings
This month’s digital traffic data: December 2016
Ad sales rep for a digital-only magazine
Freelance media planner/buyer available for all markets
Wanted: Media buyer in Philadelphia
Paid social media planner wanted in Detroit
Opening for a media planner at a top OOH agency