Designed to examine the media habits of America's pedestrians, vehicle drivers/passengers, and commuters, The Arbitron Outdoor Study surveyed 2003 consumers aged 18 and older by phone. Among the study's findings are that Outdoor media play a crucial role in the media mix by reaching consumers who are not exposed to either newspaper or local television news. It also segments Outdoor media's most powerful, new consumer groups: Americans who are heavy commuters; those who rack up high mileage in vehicles; and those who log above average time walking from place to place by foot.
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