Men 35-54 see the most outdoor ads
Among women, 18-34s lead in Nielsen study
December 9, 2005
Over 2004, Nielsen Outdoor tested an innovative new system to track actual exposure to outdoor advertising, using GPS technology in the Chicago market.
Now, as it prepares to roll out the system across the country, Nielsen is releasing a smattering of the initial findings of the test. And while some are not all that surprising, they do put real numbers behind buyer’s longstanding suppositions.
Among men, the highest exposure was for those in the 35-54 demographic. They see on average 54 exposures a day. Among women, it’s 18-34s who see the highest number of outdoor messages on any one day, some 39 on average. The times of the day at which exposure is highest are those peak commute times of 8 a.m. and 5 p.m. The data was derived from a sample of 850 people fitted out with GPS devices that reported their exposure whenever they passed an outdoor ad unit equipped with a signaling device.
As one would expect, Nielsen Outdoor is touting the findings, as well as the GPS system, as a means of putting outdoor advertising on par with other media, in terms of data. Says Lorraine Hadfield, managing director of Nielsen Outdoor: “Advertisers have been used to certain metrics, ratings, such as reach and frequency. This is really the first time we’ve been able to offer it for outdoor.”
Nielsen plans to begin rolling out the new system in April, and it’s aiming to have it in the top 10 to 25 markets. Just which markets it goes into and when will be worked out with advertisers and media sellers.
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