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The audience exposed to transit advertising is continually on the rise. Arbitron Inc. has reviewed and compared Census 1990 and 2000 data on commuting time to work across the United States and found that there has been a 13.9% increase in average U.S. commute time since 1990. These findings, which show how much more time Americans are having to spend to get to work today - and the ample opportunities commuters, therefore, have to see outdoor media - include the following.
- The average one-way drive time to work in the U.S. increased 13.8% from 22.4 minutes in 1990 to 25.5 in 2000
- Drive times increased in each of the 286 Metros over the 10-period.
Increased traffic is not the only factor slowing down commuters:
" The experts tell us that new homes are being built further and further away from the central city, and that increasingly, people are commuting from one suburb to another and having to take secondary roads. All of these trends increase commuting times and thus increase the exposure time for commuters to be exposed to outdoor advertising."
- Dan Estersohn, Senior Demographer for Arbitron
"The increase in commute time is good news for outdoor advertising. The recently released Arbitron Outdoor Study revealed that the heaviest commuters, the so-called Super-Commuters, average nearly two hours per day commuting, and they represent an exceptionally upscale and attractive consumer segment for advertisers."
- Jacqueline Noel, Director of Sales and Marketing for Arbitron Outdoor
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