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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.


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.


Clear Channel Outdoor’s RADAR is a suite of powerful tools leveraging mobile data to help advertisers and agencies more effectively plan, amplify and measure the impact of their out-of-home campaigns.

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.

The Out of Home Advertising Association of America (OAAA) is the lead trade association of the $8.0 billion US out of home (OOH) advertising industry, including digital out of home (DOOH). OAAA is the unified voice of the industry, an authoritative thought leader, and a passionate advocate that protects, unites, and advances OOH advertising in the United States.

Today’s out of home medium offers new technologies, new formats, and more creative thinking to help advertisers and their agencies take their message further. The industry has embraced innovation in all parts of the business to keep pace with where advertising and the consumer are headed. The OOH industry is introducing new digital technologies and convergence, new lighting and materials, more innovative business practices, and a new audience ratings system.

OOH reaches consumers no matter what their media consumption habits are. It goes where most other media can’t go to surround and immerse consumers out of home, where they spend 70 percent of their waking hours. OOH’s versatile formats offer ‘blank canvas’ creative potential to break through the clutter and hold people’s attention, wherever they work, shop, travel and play. OOH is highly adaptable, offering virtually unlimited potential. It can be:

Anything: from billboards to digital boards, from bus wraps to kiosks
Anywhere: from highways to city streets, from airports to train stations
Anytime: from morning ‘til night with dynamic content and always-on displays that grab people’s attention when they’re on the go


Geopath was formed for the OOH industry by the OOH industry, with the sole purpose of auditing and measuring audience. Measuring the OOH industry is their only priority. They ensure and objective and universal currency. Geopath leverages anonymous mobile location data and audience insights to reveal the unique characteristics of every OOH location they measure. This enables media buyers, sellers and advertisers to strategically plan and execute effective OOH advertising campaigns. Established in 1933 as the Traffic Audit Bureau for Media Measurement, they are a not-for-profit governed by a tripartite board of advertisers, agencies and media companies and measure over one million advertising units.