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Did you know that the average one-way drive time to work in the U.S. is approaching 30 minutes, and that drive times have increased between the 1990 and 2000 U.S. Census in all 286 metro areas, regardless of size? For marketers of retail products and many services, that information used wisely could result in increased sales.
FACT: Americans are increasingly mobile.
FIGURE: Americans spent nearly 14% more time in their cars communting to work in 2000 than in 1990.*
*According to a study by Arbitron Inc. that reviewed and compared data U.S. Census data, in 1990, the average drive time was 22.4 minutes and by 2000 it had increased to 25.5 minutes.FACT: Americans in both urban and rural areas spend a significant amount of time in the car.
FIGURE: According to the Arbitron National In-Car Study released in December 2003, consumers in small and medium-sized markets report long commute times, with the national average being 15 hours a week in cars, either as driver or passenger.FACT: Young men 18-34, traditionally a tough-to-reach audience, spend even more time in their cars than the average American.
FIGURE: Men in this age group report spending 20 hours-per-week in their cars, 33% more than the national average.**
**From the Arbitron National In-Car Study, December 2003.
The reasons for this increase in commuting time include increased traffic congestion, the fact that new homes are being built further away from the central part of cities, and new employment patterns that have caused people who would rather not move to a new area to seek jobs further from their homes.
But whatever the reasons, for potential marketers the facts speak loud and clear. They mean an increased number of opportunities to reach in-car Americans with their advertising messages, both through outdoor media and radio.
The commuting public is a nearly captive audience for messages on billboards. Advertisers can make multiple impressions on a targeted consumer during his or her commute to and from work.
While radio listening at home and at work has dropped slowly with the advent of the computer and other entertainment offerings, in-car radio listening is increasing. When asked which device they use most for in-car listening (AM/FM radio, CD or cassette player, cell phone, MP3, DVD or satellite radio), 75% of respondents in the Arbitron study reported they use AM/FM radio.
Rob Warfuel, media planner and buyer for MillerWhite, LLC, says outdoor and radio advertising are very complementary media. "A campaign that includes outdoor and radio, coordinated to reach a commuting audience, can be extremely effective. Taking into account traffic patterns, road construction, drive times and target audiences, placing a simple and direct creative message on billboards and radio can deliver results for advertisers."
In the Arbitron study, consumers reported that outdoor advertising caused 29% of them to visit a retail store within a week, and 56% said radio advertising had the same effect. This can be a pretty nice rate of return at a relatively low cost-per-thousand.
The key, Warfuel said, is pinpointing your target audience,
getting good data on commuting patterns, knowing what stations your demographic
listens to, and using this information to develop an effective media plan.
"While this is an especially cost-effective strategy for retail,"
Warfuel said, "It has also worked well for our service business,
educational institution and health care clients."
