December 16, 2000

INTEREP recently released a research report entitled "Hit the Road/ Radio's Role in the Out-of-Home Media Surge" which emphasizes the growing importance of mobile media, such as radio, billboards, transit and other out-of-home ad venues.

As the report points out, although Americans are spending over 10 hours each day with various media - over 60% of their waking hours - fragmentation has rendered it more difficult for advertisers to reach the mass consumer audience. Since the majority of media -- television, the Internet, books, magazines, video games, computer programs -- are generally accessed within the home or office, reaching consumers outside the home has increasing appeal to advertisers.

Given the significant time that consumers are spending in their cars, "mobile media"- primarily billboards and radio - has become an increasingly attractive option for marketers. Over the past 30 years the U.S. population has grown 25%, whereas the number of vehicles on the road has grown 147%, and the number of daily car trips has grown 110%. In addition, more than 50% of all adults now drive over 150 miles each week.

Qualitatively, heavy drivers also tend to skew upscale, an added lure for many advertisers. For instance, according to Mediamark Research, adults with household incomes over $100,000 are 53% more likely than the average adult to drive over 100 miles per week.

Not surprisingly, the heaviest drivers also tend to be heavy radio listeners. Among adults who drive over 250 miles each week, 87% listen to radio in the average weekday. This compares to 79% who watch television. Moreover, 50% of these heavy drivers can be classified as heavy radio listeners (Quintile I or II listening.) This compares to 31% for television.

Other stats show that Adults 25-54 have the highest proportionality of in-car listening, and that each week 30% of total radio listening is done in-car (among the Top 25 radio markets.)

For more information at

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