Geopath Market Spotlight – Providence-New Bedford DMA

GeekOUT Fast Fact Friday

by Brian Schopper, Marketing Manager, Geopath

For today’s GeekOUT Fast Fact, let’s check out the biggest market in the smallest state: Providence, RI. The Providence – New Bedford DMA is the 56^th largest in the country.

Geopath has compiled OOH advertising spend data for Q1 of 2021 sourced from Kantar for the DMA, as well infographics for this and all 200+ DMAs across the country. These insights, along with many more, are available to Geopath members in our GeekOUT Library.

First, let’s look at who is spending in OOH within the DMA for Q1 of 2021.
The top spenders are split fairly evenly between two major categories: finance and insurance. Going based on the top 10 list alone, the financial sector makes up over half of the OOH spending market-wide.

Additionally, it’s interesting to note that Allstate is the top spender within the market for Q1, holding the top position above its competitor, Geico. As mentioned in previous Fast Facts, Geico was the leading OOH spender across the top markets in 2020. Allstate, however, has since taken that title for Q1 of 2021. With both companies among the top four OOH spenders for January through March, they are surely seeing the value OOH has in reaching their target audiences across this market.

According to Geopath Insights, there are over 2,200 spots measured by Geopath within the Providence-New Bedford market, which generate more than 163 million impressions each week!

Though the smallest state, what Rhode Island lacks in size they make up for in population density. With a population of over 1.5 million, and more than one-third of all commuting trips within the DMA taking 30 minutes or more, it isn’t surprising that advertisers are taking advantage of OOH in the Providence-New Bedford area, reaching local audiences while they move about their day.

For more insights on the Providence DMA, please see our new 2021 DMA infographic below.

Both the OOH spending reports, and DMA Infographics can be accessed by Geopath members in our geekOUT Library. If you are not currently a Geopath member, please reach out to us on geekout@geopath.org to find out how you can access this information.

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