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Consumer & Media Research

We provide our clients with a variety of research tools to assist with efficient targeting and planning for Out of Home. Maximize return on investment by examining consumer demographic profiles, travel patterns, media budget evaluations and media comparisons.

Census Data

Clear Channel Outdoor is a licensee of Alteryx, which provides annual Census estimates to reflect ethnic and growth trends from the Census data collected every ten years. The Census measures all basic demographic categories such as age, income, race, marital status, employment, housing units as well as travel time and method to work, enabling Clear Channel Outdoor to provide valuable insights to our clients on the demographics and geographic areas they are able to target with Out of Home.


Scarborough Research measures the lifestyles, shopping patterns, media behaviors, and demographics of American consumers locally, regionally, and nationally. Scarborough surveys more than 200,000+ adults 18+ nationwide and publishes data twice a year so the most up-to-date information is continuously available to marketers and media professionals. Scarborough uses a two-phase process (telephone interview followed up with a self-administered questionnaire) and is accredited by the Media Rating Council (MRC).

Clear Channel Outdoor uses Scarborough Research nationally and in over 65 local markets as a daily marketing tool for consumer behavior, media preferences, ethnic targeting and more. Scarborough's consumer travel insights are especially essential to planning for Out of Home as roads traveled, miles traveled and time spent traveling information can help clients tailor their campaign to capture the greatest share of a desired target audience.

GfK MediaMark Research

GfK MRI's vast database of demographic, psychographic, consumer behavior and media usage data makes it powerful resource for penetrating insight into the actions and motivations of American consumers. As the leading U.S. supplier of multimedia audience research, GfK MRI's syndicated data is widely used by media companies, advertisers and 450+ agencies to help shape their media and marketing plans.

GfK MRI conducts more than 26,000 interviews annually throughout the U.S. measuring 450 categories and 6,000 brands nationwide to provide information on almost every consumer sector possible. While Scarborough is our first choice for local research, GfK MRI's national survey includes additional information and markets beyond Scarborough that can be modeled through our MOSAIC cluster system to provide local zip code analysis.

Multicultural Targeting

Clear Channel Outdoor has prime coverage in the top multicultural markets nationwide. We can provide information that will help you target African-American, Asian, Hispanics and others within our markets.

Kantar Media Intelligence

Kantar Media Intelligence is the leading provider of competitive media spending and occurrence data to advertisers, agencies and media properties. The company's tracking technologies collect ad spend across 20 media in the U.S., for over 3 million brands, providing vital market intelligence to over 16,000 customers around the world. For Clear Channel Outdoor and our clients, this resource offers powerful insights on brand and category advertising expenditures in the top 100 DMAs.

Media Monitors

Media Monitors is the leader in radio spot monitoring (MRC accredited) as well as newspaper, broadcast and some cable television ad tracking and media spend data. As Media Monitors has more time sensitive, localized and easier to use reporting metrics than Kantar, the accessibility to this information, especially at the local market level, is key to understanding the competitive media environment. Their patented, highly sophisticated computer software allows for same-day online reports of advertising activity and in many instances, includes examples of the actual ad production. Media Monitors competitive intelligence information is available for 150+ markets in the United States as well as markets in Canada, United Kingdom, Australia, India and South Africa.


As industry accepted sources for Out of Home ratings information, Telmar TOPS 2.0 provides efficiencies and return on investment on campaigns for all audited vendors, DMAs and inventory formats. Based on Geopath’s data, the program provides Reach, Frequency, Impressions, CPM, CPP and much more across a wide range of consumer targets and campaign timeframes. Similar to other media, these systems can also determine the optimal number of units and/or formats needed based on your campaign target (i.e. GRP level, % Reach goal, etc.). In addition to assisting in the planning for Out of Home, Telmar TOPS4TAB makes it easier to combine Out of Home with other media schedules to better understand the efficiencies of a mixed media plan.

Media Comparisons

To demonstrate how Out of Home can boost efficiency of a media mix, Telmar cross-media modeling software is used to evaluate outdoor budgets and schedules in combination with or comparison to TV, radio and print. Media comparisons are available in most local markets and can be tailored to a client's advertising plan to position the value of OOH in conjunction with other media.

SRDS and Local Market Audience Analyst

SRDS, now integrated with Kantar Media, is the largest and most comprehensive database of media rates, contact data and opportunities in the world. It catalogs more than 125,000 U.S. and international media properties and serves a powerful tool in planning and managing successful campaigns. Clear Channel Outdoor markets and rate information can be found through SRDS and planning information for other media is often utilized to demonstrate how OOH can best fit into the media mix.

SRDS also offers DMA profiles and insight on consumer demographics, lifestyles and interests through Local Market Audience Analyst. This tool enables clients to analyze market potential by identifying geographical areas with the highest index of a target audience, for example "business traveler" or "casino gambler". It is a convenient source for preliminary market analysis at the local, regional or national level.

Proposal Generator

Clear Channel Outdoor's latest proposal generation software with real-time inventory availability, rates for all divisions and markets and campaign delivery (for all audited products). This program also contains maps, product sheets, market information, shipping information, product specifications and additional features to enable account executives to provide clients with comprehensive Out of Home solutions to address any RFP or marketing objective.

MapInfo, Dun & Bradstreet Business Data and Profiles (ZIP Code / Quintile Analysis)

Each Clear Channel Outdoor market is equipped with MapInfo, a desktop mapping system that pinpoints outdoor inventory in combination with a variety of client targets such as business locations, demographic and psychographic concentrations, zip codes and trade areas, market hotspots (i.e. airports, government districts, education institutions, military areas) and much more. When combined with a variety of other research resources, MapInfo's helps demonstrate how tailored Out of Home programs can meet a variety of client marketing objectives and business needs offering:

  • Accurate latitude and longitudinal pinpointing of Out of Home locations to determine proximity to client locations, competitors, build area radii and much more.
  • Census data, Scarborough or MRI profiles create quintile analyses of a clients' target audience, which breaks the market into five segments containing highest to lowest concentrations of a target audience for efficient inventory targeting.
  • Dun & Bradstreet business data provides basic details on a category or business including location, owner, revenue, number of employees and year founded. This information combined with MapInfo enables us to map business locations of a client, other businesses within their category, basic market hotspots.
MarketShare "How Out Of Home Advertising Works" Whitepaper

A recent study by MarketShare was performed to analyze the impact of OOH including its financial contribution and return-on-investment to help marketers gain a better understanding of "How OOH Advertising Works". Using thousands of models, attributes and media mixes, MarketShare evaluated numerous marketing strategies to determine optimal spend and effectiveness for Out of Home as a part of a balanced media mix. This study offers proven models that demonstrate how Out of Home provides a direct sales lift by increasing brand awareness and consideration as well as increase the effectiveness of other marketing vehicles including TV, radio, print and online.

Arbitron In-Car Study

As American drivers spend nearly three hours a day in their cars, understanding how consumers are exposed to various forms of Out of Home media and the actions taken based on what they see and hear. As several client categories from retail to restaurants are addressed within this study, insights are available and often used to help our clients understand their opportunity for consumer exposure and best capitalize on drive-time.

  • Allotment - The number of Out of Home locations/faces required to achieve a desired GRP level for an audience or market.
  • Annual Average Daily Traffic (AADT) - Measurement representing the total number of vehicles passing a specific highway location daily, based on averages from 24-hour counts taken over an entire year.
  • Audience - The population that has the opportunity to be exposed to an advertising message. Typically the audience is defined by a geographic area (ie. DMA) and/or an advertiser target (ie. Adults 18-49). For Out of Home campaigns, audience is one of the key factors determining allotments.
  • Audience Delivery - See campaign delivery.
  • Campaign Delivery - The audience delivered by an advertising schedule, expressed in Impressions, Gross Rating Points (GRPs), Reach and Frequency or other efficiency metrics. Also referred to as Audience Delivery.
  • CBSA (Core Based Statistical Area) - A metropolitan area within larger markets (e.g. DMAs), defined by the United States Office of Management and Budget, containing a substantial population nucleus and a high degree of economic and social integration. CBSAs are a standard geography for buying and selling media.
  • Commercial Audience - Audience estimates of people exposed to an advertisement. Out of Home Ratings offer more value to advertisers as they provide a measure of true commercial audiences noticing an advertisement versus passing by a display.
  • Count Station - Provides traffic counts on a section of road with a specific traffic pattern as well as the demographic composition of that traffic. Out of Home displays are assigned to a count station that provides the traffic count used to determine impressions. A display may have more than one count station if it can be seen from more than one road.
  • CPM (Cost Per Thousand) - The cost of delivering 1,000 impressions to an audience.
  • CPP (Cost Per Point) - The cost of advertising exposure opportunities that equals one gross rating point (1% of a population) to an audience.
  • Custom Market - Any market used by a plant or advertiser other than a DMA or CBSA. Custom markets are typically used to highlight Out of Home delivery within a vendor's coverage area or specific counties of interest to an advertiser. Sometimes referred to as an advertiser market, plant defined market or trading area.
  • DEC (Daily Effective Circulation) - The average number of persons in vehicles passing and potentially exposed to an advertising display for either 12 hours (un-illuminated - 6:00am to 6:00pm), 18 hours (illuminated - 6:00am to 12:00 midnight) or 24 hours. While DECs remain a valuable measure of circulation (those passing by an Out of Home ad) they are not a measure of the audience noticing ads and no longer endorsed as a buying and selling currency by the Out of Home industry.
  • Demographic Audiences - Target audiences used to plan, buy and sell media. Out of Home Ratings can measure demographic target audiences based on age, sex, race/ethnicity and income.
  • DMA (A.C. Nielsen, Inc.) - The Designated Market Area is a rigidly defined geographical measurement used by A.C. Nielsen to identify television stations that best reach an area and attract the most viewers. A DMA consists of all zip codes whose largest viewing share is given to stations of that same market area. Nonoverlapping DMAs cover the entire continental United States, Hawaii and most of Alaska.
  • Frequency - The average number of times an individual notices an advertising message during an advertising schedule.
  • Geopath - The out-of-home industry standard powering a smarter OOH marketplace through state-of-the-art audience location measurement, insights and market research innovation.
  • Geopath Out of Home Ratings (OOH Ratings) - Geopath’s audience measurement system for buying and selling Out of Home media. OOH Ratings are unique in media measurement in that it they provide commercial audiences actually noticing the advertising on Out of Home displays. (OOH Ratings were also referred to as Eyes On Audience Measurement, derived from the methodology, when first released).
  • Gross Impressions - The sum of the impressions delivered to an audience during an advertising schedule.
  • GRP (Gross Rating Point) - The total number of impressions delivered by an advertising schedule expressed as a percentage of a market population. One rating point represents impressions equal to 1% of the market population. Out of Home GRPs are based In-Market Impressions. GRPs can also be referred to as TRPs or target rating points when ratings are delivered against a target audience group (ie. Men 25-54).
  • Impressions - The average number of persons who are likely to notice an ad on an OOH display for either 12 hours (un-illuminated – 6:00 am to 6:00 pm), 18 hours (illuminated – 6:00 am to 12 midnight) or 24 hours. Unless specified as In-Market, impressions include all persons who notice the unit. Impressions are reported in weekly increments. (Impressions were also referred to as Eyes On Impressions or EOIs).
  • In-Market Impressions - The average number of persons who are likely to notice an ad on an Out of Home display that live in a defined market (e.g. a DMA or CBSA). In-market impressions exclude impressions derived from people who travel into or through the market, but live outside of it. In-market impressions are the audience from which GRPs / TRPs are calculated.
  • Likelihood to See (LTS) - The portion of the OTS (Opportunity to See) audience who are likely to see an ad. Out of Home is the first medium in the U.S. to move from reporting OTS audiences to LTS audiences which can also be referred to as commercial audiences.
  • Markets - Geographically defined areas used to buy and sell media. Standard markets definitions are DMAs and CBSAs. Out of Home media companies and advertisers also use custom markets based on their geographic coverage of their panels or sales distribution areas.
  • Noticing - As derived from Geopath’s visibility research, a physiological or behavioral measure of actual eye contact with an Out of Home media unit and its advertising. Geopath Out of Home Ratings audiences are derived from the adjustment of circulation or passing to those who notice the advertising.
  • Opportunity to See (OTS) - A basic measure of media exposure. OTS estimates are measures of media exposure (e.g. magazine readership or the TV program exposures) and not the advertising. OTS is today's standard for reporting ratings for all media types except Out of Home. Circulation or DECs are OTS measures for Out of Home media.
  • Percent Composition - The percent of the total audience for a display or schedule that a brand target demographic group comprise (e.g. 65% of the total impressions for Adults 18+ were Men 24-64).
  • Population - The total number of people who live within a market or defined geographic area. Populations are the bases from which rating points are calculated.
  • Rating Points - See gross rating points.
  • Reach - The percent of an audience exposed to an advertising message at least once during an advertising schedule.
  • Target Audience - Any audience reflecting the most desired consumer prospects for a product or service. For Out of Home, target audience ratings can be defined by age, sex, race/ethnicity, income and their combinations for any geographic definition.
  • Target Rating Points (TRP) - The total number of impressions delivered by an advertising schedule expressed as a percentage of a population, typically used when a target audience is specified over a gross audience (see GRP). One rating point represents impressions equal to 1% of the target population. Out of Home TRPs are based on In-Market Impressions.
  • To and Through Audience - A portion of the total impressions for a display that is comprised of people who do not live in the neighborhood but travel past the unit. The demographic characteristics of the "to and through" audience can be significantly different from those of people who live in the surrounding neighborhood.
  • Traffic Audit - The third party verification of traffic counts in a market. Audited traffic counts ensure the vendor is providing certified information and are used as the base for Out of Home ratings.
  • Traffic Count - The number of vehicles that pass an Out of Home face each day. Traffic counts are also referred to as circulation and used as the base component of Eyes On ratings.
  • Traffic Origin - A component of Out of Home Ratings, traffic origin information is used to produce to and through traffic estimates that determine the amount of total impressions for a display derived from people who live outside of the market and those in the market.
  • VAI (Visibility Adjustment Index) - A ratio or the percentage of a unit's total OTS audience (DECs) who are likely to notice an ad. VAIs are derived from Geopath’s visibility study and take into consideration common board characteristics, size, roadside, distance from the road, road type and illumination. VAIs are not measures of audience but a component of Out of Home Ratings.