Arbitron/Edison Media Research National In-Car Study
Significant findings
- Americans report spending an average of 15 hours a week in-car, either as driver or passenger, and perceive traffic is getting worse. Commute times, from the recent Census, have increased 14% from 1990 to 2000.
- By illuminating outdoor advertisings all night long, advertisers can increase audience impact by 16%. Nationally, overnight (11PM- 6AM) car audiences reach 36.2 million and increase advertising impressions by 16%.
- Young men 18-34, elusive to TV advertisers, have huge exposure to outdoor media. With TV viewing levels dropping among young men, outdoor and out-of-home can supplement the media plan. The average consumer spends 15 hours a week in car while men 18-34 spend an astonishing 20 hours per week in car; a 33% increase. Men 18-34 clock 39% more miles each week (425 miles) versus the national average (306 miles).
- In-car audiences are a vital advertising consideration in all-sized U.S. media markets.
Contrary to the perception that only people in large cities spend significant amounts of time in car, consumers in small and medium-sized markets also show long commute times and time spent in vehicles. :: more
