Billboard advertising can be a big chunk of your budget. As the person in charge of marketing your restaurant, you have just one burning question:
Is it working?
The Arbitron In-Car Study is very relevant and paints a fascinating picture of the mind of the American consumer and what impact billboards have on us when it comes to marketing and advertising.
The first statistic that jumps out is how much time we spend in our cars. According to the study, the average consumer spends upwards of 20 hours per week in their cars and travel over 200 miles. Given that this is based on a national survey, it is safe to assume that for California, these numbers are higher.
The assumption is of course, that this would give the average consumer plenty of time to see your billboard in a given week. But the real question remains. Do they actually SEE the ad and does it influence them to make a purchase?