Outdoor ads a way to reach customers tuning out TV, radio.

Satellite radio with no commercials is increasingly popular. Not everyone takes the daily newspaper. And people are tuning out television ads by using devices like TiVo to record favorite shows for viewing later--without the advertisements.

"Megamarketers can hit no better than 15% of the population with an ad on prime time television," says Tommy Teeple, chief marketing officer for Lamar Advertising, one of the largest outdoor advertising firms in the country. "That is far less than the 40% they used to reach with a prime time TV ad in the mid 1980s.

Coca-Cola recently did a study published in BusinessWeek that showed, due to media fragmentation and growing use of devices like TiVo, many people are skipping ads altogether."

That makes outdoor advertising important particularly since many billboards average 10,000 to 30,000 impressions per day.
 

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