6. Using Same Dollar Amount with & without Outdoor Four Week Schedule Radio $15,048 Newspaper $15,872 TV $30,004 TOTAL $60,924 Reach Frequency Impressions CPM Radio $15,048 Newspaper $7,936 TV $20,004 Outdoor $17,000 TOTAL $59,988 94.4% 6.9x 9.0 $6.73 97.4% 12.4x 15.3 $3.90
8. The Life of an Impression... This is why frequency is so important! Outdoor is always working for you. number of days after impression % of the population that remembers an advertisement Source: Northwestern University, Dr. Walter Dill Scott
9. 7 AM 8 9 10 11 12 PM 1 2 3 4 5 6 7 8 9 10 11 12 AM 1 2 3 4 5 6 TV Viewing/Gone from Home Percentages Bedtime Source: Simmons Data 2002 – A18+, Nielson Viewing Data – A18+, Time period: Nov 2002 – 4 weeks 80% 70% 60% 50% 40% 30% 20% 10% 0%