OOH Today’s Stat of the Week – Powered by StreetMetrics
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Publisher’s Note: It is that time of year on the West Coast when the big Concert/Festival, Coachella 2026 has landed back in the California desert with 125,000 daily attendees, the first of two sold-out weekends.
The Road to Coachella Didn’t Care Which Weekend It Was
The Stat: Over 50 billboards along I-10 between Beaumont and Indio delivered a near-identical ~30% impression lift during both Coachella weekends in 2025. Weekend 1 drove +30.46%. Weekend 2 drove +30.37%. The corridor didn’t cool off between acts.
The Insight: Weekend 2 is often treated as Coachella’s B-side, smaller crowds, less buzz, a step down from the opener. The impression data tells a different story. The San Gorgonio Pass stretch of I-10 carried the same weight on both weekends, meaning the convoy of festival-goers, crew, vendors, and production traffic kept rolling east at full volume. Add in the pre-festival ramp week (+27.15%) and this single corridor produced three consecutive weeks of 27–30% lift versus its Q1 baseline.
Methodology: Baseline Jan 27 – Mar 16, 2025 (7 weeks). Test window Mar 31 – Apr 20, 2025. Week 2 includes Festival Weekend 1 (Apr 11–13); Week 3 includes Festival Weekend 2 (Apr 18–20).
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