Friday and Saturday Nights Pull From Farther Out
The Stat: Late on Friday and Saturday nights (10 PM to midnight), the audience from 10 to 50 miles away makes up about 20% more of a board’s passes than it does the rest of the week. Same result in all 12 measured markets, in September and in February.
The Insight: Most nights, a board’s late-night audience is local. On the weekend, the mix shifts outward. The same hours on a Tuesday don’t move, and midday on a Saturday doesn’t either. It’s the two nights, after 10, and nothing else.
What it means for digital: On Friday and Saturday after 10 PM, more of a board’s late-night audience is coming from the suburbs than on any other night. For digital operators, that’s a reason to look at who’s in the loop during those two hours: restaurants, entertainment, rideshare and late retail brands that want suburban households are getting a better fit then than the weekday schedule would suggest.
The Takeaway: If you’re selling to a suburban audience, look at Friday and Saturday 10 PM to midnight.
Source: StreetMetrics viewable board passes, 12 markets, Sep and Feb 2026. Share of passes, not reach.
StreetMetrics is a partner with OOH Today