Nashville’s Top 10 OOH Spenders
which advertisers and industries are spending
Top OOH Spenders By DMA: Nashville
GeekOUT Fast Fact Friday
by Anthony (A.J.) Cioffi,
The Geopath team has released multiple OOH spending reports with data sourced from Kantar this year, covering quarterly and year-to-date spending. With the publication of Q3 data from Kanter this month, for today’s Fast Fact Friday, we will be comparing Q3 spending to Q2, and analyzing any changes that occurred during this period. As a reminder, all spending and research reports are available to our members via the geekOUT Library.
This week, let’s head out the to the twenty-eighth largest DMA in the country; Nashville, Tennessee. We will not only look at which advertisers and industries are spending within the market, but also highlight any changes from the second to third quarter.
According to Geopath Insights, there are 7,341 roadside and place-based units measured by Geopath in Nashville, accounting for 915 million weekly impressions. It will be interesting to understand which brands are ’taking the stage’ with OOH to reach their audiences within the Music City. With that said, let’s take a look at who is spending in the market! See below for the top ten spenders in the DMA for the months of April through June.
In Q2, brands spending within the market consisted primarily of advertisers from the insurance, media, financial, and realty sectors. However, third quarter spending reports from Kantar indicate there were some shifts in the top OOH spenders within the Nashville DMA during this period. See below for the top OOH spenders from July to the end of September.
In terms of new arrivals, there was only one company, however it made a significant impact on the top OOH spender list. For Q3, Allstate not only spent enough to be included on the list, but also take the top position. The former top OOH spender, Geico, dropped to the tenth position, but was able to continue spending enough to stay on the list. However, Allstate was the only new addition, as Comcast dropped off the list from the previous quarter. The other nine companies remained consistent in spending, and only swapped spots with each other during the time span between July and September.
As mentioned in previous Fast Facts, the top OOH spenders shifted dramatically in many markets this year, with the onset of travel restrictions and other COVID-19 implications, but this was not the case with Nashville. To see nine of the top ten OOH spenders continue to utilize OOH through both quarters is very interesting. It appears these companies know the power of the medium, and chose to keep including it in their campaigns to reach many different audiences across the market!
With the release of Kantar advertising spend data for Q3, the Geopath team compiled the top ten advertisers for other DMAs across the country into a research report. This report, as well as previous OOH spending reports for your market and other additional research resources, can be accessed by members within the GeekOUT Library by using their current Geopath credentials.
If you have any questions pertaining to OOH measurement or research, please feel free to reach out to your friends at Geopath via geekOUT@geopath.org