Same Highway, Same Billboards, Completely Different Crowd
Stagecoach delivered a +30.89% impression lift
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Same Highway, Same Billboards, Completely Different Crowd
This is Part 3 of our I-10 corridor series. Part 1 showed 50+ billboards between Beaumont and Indio delivered a 30% impression lift during Coachella. Part 2 proved the audience behind those impressions wasn’t who you’d expect. Now, Stagecoach takes the stage on the same grounds, same corridor, one week later. The impressions held. The audience flipped.
The Stat: Stagecoach delivered a +30.89% impression lift on the I-10 corridor, the highest single week across all four festival weeks. But the real story is underneath. Segments that disappeared during Coachella came back for Stagecoach. Heavy CTV Viewers went from -4.6% during Coachella to +4.7% during Stagecoach. Domestic Beer Purchasers went from -2.0% to +5.1%. The couch crowd left town for the pop festival. They came back for country.
Stagecoach delivered a +30.89% impression lift
The Insight: Stagecoach didn’t just sustain the corridor’s impression volume. It replaced the audience. Coachella’s lifestyle spenders (Fast Fashion, Ultra Affluent, College Students) gave way to a domestic, family-oriented road-trip crowd. NFL Fanatics surged +13.7% over Coachella levels. BBQ and Outdoor Entertaining rose +12.3%. Military and Veteran indexed +12.5% higher. Hunting and Fishing Shoppers climbed +10.7%. Even the Live Events Attendees segment, which barely moved during Coachella (+7.6%), jumped to +19% during Stagecoach.
The Takeaway: Two festivals on the same grounds, one week apart, produced two completely different audiences on the same 50+ billboards. Genre changes everything, and the ability to see those shifts in real time is exactly what StreetMetrics’ Intelligence tool was built for. Operators can prove their inventory’s value changes by the week. Advertisers can time their buys to the audience that actually matters to them. Same road, different crowd, different opportunity.
Reach out to Michael@Streetmetrics.com to learn more. StreetMetrics sponsored this post.
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