In a world on the go, studies have shown that the more time people spend with outdoor media, the more time they spend with Radio. Arbitron's in-car study along with its outdoor study show that outdoor media and Radio are synchronized with each other in more ways than we think.
The in-car study quotes, "In‐car media has the potential to reach nearly all Americans each month." That's a pretty hefty statement, yet over the years this fact has remained the same. Ninety-eight percent of United States residents aged 18 or older have either driven or ridden in some kind of private or public vehicle in the past month.
The outdoor study quotes, "Brands targeting the employed, hit their goal with advertising focused on the office and commuting. All super commuters by their very definition are employed and commute to work. Mega-milers also have a high probability of being employed. Radio is a medium often consumed in-car and at-work, so it makes sense that heavy radio listeners tend to be employed commuters."
Outdoor and Radio Listening
- 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 per day.
- Mega-milers spend a whopping three hours and twenty-seven minutes per day with Radio.
Travel/Commute Statistics in Seattle-Tacoma Metro:
- 91.2% drove alone last week
- 77.3% traveled I-5 in the past week
- 69.5% traveled 200 or more miles last month
Travel/Commute Statistics in the Portland Metro:
- 93.0% drove alone to any place last week
- 69.1% traveled I-5 in the past week
- 70.6% traveled 200 or more total miles in the past month
When you look at the numbers, it's easy to see how using Radio is one of the greatest mediums to ad to your media mix.