Tampa – St. Petersburg Top OOH Spenders
Top OOH Spenders By DMA:
Tampa – St. Petersburg
GeekOUT Fast Fact Friday
For today’s Fast Fact Friday, we want to continue our series examining the top OOH spenders in DMAs across the country. As mentioned in our previous Fast Fact Friday, the Geopath team recently compiled two new OOH spending reports sourced from Kantar, covering second quarter spending, as well as a report covering spend from January-June. Both reports are available to our members via the GeekOut Library.
With this new data, we want to not only take a look at what advertisers and industries are spending within the market, but also highlight any changes from the first to second quarter.
For today, let’s venture down to the Florida Gulf, and look at the twelfth largest DMA in the country; Tampa – St. Petersburg.
From January until the end of March, the top spenders in Tampa – St. Petersburg were predominantly from the financial, real estate, and government sectors. Insurance was also represented, with Geico holding the first position on the list, however this was the only company from the sector.
With the onset of travel restrictions and other COVID-19 implications, OOH spending in the second quarter changed. Although some of the top OOH advertisers from the first quarter are still spending, there have been changes in their order, and additions with new brands or organizations emerging on the list of top spenders. See below for the top ten spenders in the DMA for the months of April through June.
Just by glancing at the list for the second quarter, it is easy to see the changes during this time period. Governmental organizations continued to spend into quarter two, with the Florida State Lottery moving up to the top spot on the list. The Florida Department of Transportation stayed consistent in holding its ninth position on the list through both quarters, while the US Census Bureau dropped from fifth to tenth, although still spending enough to remain on the top ten OOH spender list.
A new organization from this sector also appeared during this quarter, with the Florida Department of Health jumping all the way to the fourth spot on the list. Given the current situation with COVID-19, it may not be surprising that they are utilizing the power of OOH to reach their market’s residents and spread their messaging.
Times Publishing and MidFlorida Credit Union were also new additions to the top OOH spender list as well for the second quarter, while Re/Max, VS Brooks Advertising, and T-Mobile, fell off the list. It is interesting to note that while there were changes, most of the top positions through both quarters roughly remained the same organizations (outside of the Florida Department of Health), showing that the top OOH spenders are consistent in their OOH buying.
With the end of Q3 approaching in a couple weeks, it will be very interesting to see which of these companies will maintain their top spots! As we continue our Fast Fact series analyzing the top spenders in each market, make sure to check back here, as we will be sure to keep everyone updated.
To access the OOH spending reports for your market, or any additional research resources, members can access 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