On-premise signs are effective and efficient because they are inexpensive, easy-to-use, on the job 24/7, and directly oriented to your immediate trade area. The Outdoor Advertising Association of America did a study that showed people glance at 70% of the billboards they pass. Of these billboards, 63% are actually read. Most other media doesn't even come close to this. BTW, the average American drives 54 minutes every day for a total of 302 miles per week!
| Typical Monthly Advertising Costs of Various Advertising Media |
| Cost Per Thousand Exposures in a Community of Approximately 130,000 Population |
 |
Total Adult Audience/ Exposures |
Monthly Cost |
Cost to Reach Each 1,000 Adults |
| Newspapers (1¼ ad/wk.) |
685,000
|
$1,008.00
|
$1.47
|
| Radio (6 one-min. spots/wk.) |
91,200
|
$264.00
|
$2.90
|
| Television (6 one-min. spots/wk.) |
1,176 000
|
$1 580.00
|
$1.34
|
| Outdoor Billboard |
900,000
|
$500.00
|
$.56
|
| Junior Posters |
192,000
|
$25.00
|
$.13
|
| Sign (8'x6' double-faced acrylic plastic internal illumination) |
1,050,000
|
$58.33
|
$.06
|
Sources: Clause, K.E. and Claus, R.J. Signage, Planning Environmental Visual Communication, Palo Alto, Calif., Institute of Signage Research, 1976, p.31.
The Outdoor Advertising Association of America has several studies about the effectiveness of outdoor advertising on their website:
http://www.oaaa.org/outdoor/research/
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