OOH Today’s Stat of the Week – Powered by StreetMetrics
College Football’s Long-Haul Fans Show Up Friday
The Stat
Visiting fans who travel 150+ miles to a college football home game are 2.4x as likely as fans from 50 to 150 miles away to see a billboard in the host market on the Friday before kickoff (42% vs. 17%).
The Insight
We measured fans at home games at five SEC and Big Ten stadiums this season: Alabama, LSU, Ohio State, South Carolina and Tennessee. About 4 in 10 of them weren’t in town earlier that week. The ones who came furthest arrived earliest. A third of their game-weekend billboard exposures happened on Friday, and the pattern held at all five schools.
The Takeaway
A home-game weekend is a two-day flight, not a Saturday buy. More than three quarters of visiting fans’ exposures happened over 2 miles from the stadium, on the highways, hotel strips and dining corridors leading into town. For tourism, hospitality and QSR brands, that’s an audience local campaigns don’t reach the rest of the year, and the schedule is published months in advance.
StreetMetrics is a partner with OOH Today
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