Most OAAM Billboards Advertise Key Job Providers
LANSING, Mich.--Aug. 30, 2001--The vast majority of Michigan billboards advertise products and services for some of the state's leading job providers including small local and franchise businesses, retail stores and automotive-related businesses, a new study has found.Charities and public service announcements also account for a substantial portion of billboard space, shows the study, which analyzed the content of the 11,998 billboards owned by members of the Outdoor Advertising Association of Michigan (OAAM).
Lansing-based Rossman Martin & Associates (RM&A) conducted the study in June and July. Of the 11,998 billboards owned by OAAM members:
| -- | 30.6 percent advertised business and consumer services. |
| -- | 17.9 percent were for retail businesses. |
| -- | 8.4 percent of the billboards were automotive related. |
| -- | 5.9 percent were used for travel, hotel and resort businesses that make up Michigan's significant tourism industry. Another 8 percent promoted entertainment and amusement venues such as theaters and concerts. |
| -- | 6.9 percent of the billboards promoted charities or public service announcements. |
| -- | 6.6 percent were for insurance and real estate services. |
"The research shows that many of Michigan's most important job providers promote their businesses with billboards," said OAAM president Tom Carroll. "Clearly for many businesses, outdoor advertising is the most effective medium for bringing customers in the door."
OAAM companies own about 73 percent of Michigan's billboards. RM&A asked each OAAM company to provide an inventory of content for each of its billboards on the randomly selected date of June 1. RM&A developed 11 content categories in which the billboards were grouped. RM&A compiled the results independent of OAAM.
OAAM members are Adams Outdoor Advertising, Lamar Advertising, Viacom Outdoor, and Wolverine Sign Works.
2001 Michigan Billboard
Content Analysis
Here is a breakdown of the content of billboards owned by member
companies of the Outdoor Advertising Association of Michigan (OAAM) on
June 1, 2001. OAAM members own 11,998 sign faces, about 73 percent of
Michigan's billboards.
Content Category No. of Billboards % of Total
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Business & Consumer Services 3,672 30.6
Retail 2,145 17.9
Automotive 1,005 8.4
Entertainment & Amusements 964 8.0
Open/ Empty Faces(a) 836 7.0
Charity & Public Service Announcements 831 6.9
Insurance & Real Estate 788 6.6
Travel, Hotels and Resorts 711 5.9
Beer & Wine 424 3.5
Gasoline, Lubricants & Fuels 316 2.6
Publishing & Media 306 2.6
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Total 11,998 100
(a) Not sold on June 1, 2001