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American drivers spend nearly three hours a day in their cars, according Arbitron’s National In-Car Study, and are exposed to myriad out-of-home media. The study shows that not only are they exposed, but that they act on what they see and hear. In fact, nearly one-quarter of billboard viewers say they were motivated to visit a particular store that day because of an outdoor ad, and nearly one-third visited a retailer later that week. As consumers spend their days in cars driving back and forth to work, running errands and traveling, advertisers are finding new ways to capitalize on drive-time.
Learn more about how Americans are moved by in-car media by downloading The 2009 Arbitron National In-Car Study.
This study is an update of a similar study conducted by Arbitron in 2003.
Last updated: 5.1.09