Clear Channel Outdoor's state-of-the-art Profiles database offer advertisers information unlike any out-of-home company. Profiles can analyze all U.S. markets. Clear Channel Outdoor's advanced computer mapping can define where a target audience lives and where their interests take them. From examining demographic profiles, socio-economic information or the consumer's buying power, Clear Channel Outdoor provides research data that will make any out-of-home purchase a smart, effective purchase.
Clear Channel Outdoor is a licensee of SRC's Allocate, which provides the latest Census data. The basis for this consumer information system is Census data that is collected every ten years, the latest being in 2000. SRC provides an estimate of the Census data annually to reflect ethnic and growth trends. The Census measures all basic demographic categories, such as age, income, race, marital status, employments, housing units and travel time and method to work.
Scarborough surveys more than 200,000+ adults 18+ and is available in 42 Clear Channel Outdoor markets. Scarborough uses a two-phase process beginning with a telephone interview followed up with a self administered questionnaire. Data is then released twice a year. This provides a powerful sales tool that helps our clients better understand their marketplace and has become vital in the buying and selling of advertising. Scarborough Research is your one-stop-shop for local, regional and national consumer and media information. Clear Channel Outdoor uses Scarborough to gain local and national consumer insight, for multimedia analysis, to prospect for new and non-traditional revenue, to combat the competition, to target ethnic markets and as a daily marketing tool. Among the questions that we can provide our clients is specific roads traveled in a market, types of transportation used, total miles traveled in past 7 days/4 weeks and time spent commuting.
Mediamark Research (MRI) offers comprehensive demographic, lifestyle, product usage and exposure to all forms of advertising media collected from a single sample on a national basis. As the leading U.S. supplier of multimedia audience research, MRI provides information to magazines, television, radio, Outdoor and other media to leading national advertisers and over 450 agencies in the U.S. MRI's syndicated data is widely used by these companies as the basis for the majority of the media and marketing plans that are written for advertised brands. MRI conducts more than 26,000 interviews with consumers annually throughout the U.S. to produce syndicated reports. It measures 450 categories and 6,000 brands nationwide and has consumer information on almost every consumer sector possible. While Scarborough is our first choice for data because of its' local scope, MRI provides the national survey for those markets not measured by Scarborough and for those questions they do not ask. Any question MRI measures can then be looked at the local level through our MOSAIC cluster system and our Census database that then provides the zip code analysis.
The cluster methodology assumes "like birds flock together", therefore, each demographic variable from the Census when grouped together with other variables defined 60 different cluster lifestyles. Mosaic Clusters has the capabilities to examine any target market of an advertiser. For example, an advertiser may wish to look at a particular area to determine its ethnic and socioeconomic makeup. The results could be that an area has a high number of Mosaic Cluster 1 - that is an established, wealthy, high educated, professionals, prestige homes and a low number of Cluster 24 which is average income, apartment dwellers, few kids and above average age. This tool is beneficial when an advertiser wants to be within a close proximity of its core target market.
Telmar and Mediamaster allows us to do media comparisons and show how the addition of Outdoor in to the media mix will increase impressions and lower your CPM. These media comparisons are used in all markets to show that spending the same amount of dollars in Television, Radio, Newspapers and Outdoor your greatest "bang for the buck" will be in Outdoor.
TNS Media Intelligence (formerly CMR) provides us the tool to look up any company or brand in the U.S. and to see how they have been spending their advertising dollars across any of the 13 media that TNS measures. This publication gives us the top 1000 companies in the U.S. and how they spend their dollars as well as a list of the top 100 spenders of Outdoor. This book shows us who the big advertiser spenders are in different categories as well as changes in spending from quarter to quarter. We can see which advertisers have been spending advertiser dollars and have been ignoring Outdoor.
We are able to target businesses by the number of employees they have. This is a new tool which is been extremely helpful in targeting small businesses by where the business is located, not the people who work for that business.
Lifestyle Market Analyst
This resource has been designed as an up-to-date, cost effective and convenient reference source for anyone doing preliminary market analysis at the local, regional or national level. Not only does it break down the American population geographically and demographically, it also includes extensive lifestyle information on the interests, hobbies and activities popular in each demographic and geographic market. For example, it will rank by DMA those markets with the highest index against a number of target groups, such as the business traveler, casino gambler or computer owner. It will then give a demographic profile of that consumer.
Profiles is Clear Channel Outdoors' exclusive geodemographic mapping system, combining advanced, detailed mapping with demographic and psychographic information and Clear Channel's own retail and Outdoor display database. Clear Channel Outdoor offers the most accurate way to plan your outdoor buy. With profiles, advertisers are able to:
The basis of Clear Channel Outdoor's profile system is a desktop mapping system called MapInfo. MapInfo stores, sorts and maps street files and specific locations pinpointed by latitude and longitude coordinates. Census data, Scarborough and MRI can be mapped to examine close-up target markets, trading areas or full-market capabilities. It also shows demographic analysis (quintile analysis - breaking up your target into five parts based on concentration of your target) as well as specific locations (retail chains, malls, airports, convenience stores).
