The Masters Drives an Estimated $120 Million Into Augusta
Here's Where OOH Reaches the Golf Audience
OOH Today’s Stat of the Week, Powered by StreetMetrics
OOH Today and StreetMetrics are partnering to bring readers a new weekly data spotlight:
OOH Today’s Stat of the Week –Powered by StreetMetrics.
Use these ‘stats’ to ‘drive’ your next presentation, pitch, or sale
The Masters Drives an Estimated $120 Million Into Augusta
Here’s Where OOH Reaches the Golf Audience
The Stat: Avid Golfers index 187 across all OOH inventory in Augusta, outpacing Atlanta’s 160. In a market a fraction of Atlanta’s size, the Masters audience is more concentrated and easier to reach.
The Insight: This week, an estimated 50,000 patrons will walk through the gates at Augusta National each day. Roughly 200,000 people are expected to travel to the region, driving an estimated $120 million into the local economy. Many of them fly into Atlanta and make the 150-mile drive east. Using the StreetMetrics Intelligence Tool, we indexed Avid Golfers against OOH inventory in both markets, and the results tell two very different planning stories.
In Augusta, transit shelters lead with an index of 198, outperforming bulletins (174) and posters (165). The golfer in Augusta is a street-level audience, on foot, walking the city during tournament week. In Atlanta, the overall Avid Golfer index sits at 160, with bulletins leading at 143 and posters at 128. Strong numbers, but the format hierarchy is flatter. Atlanta’s golf audience is spread more evenly across inventory types.
What stands out: Augusta’s overall index of 187 beats Atlanta’s 160 despite being a fraction of the market size. The smaller market is delivering a more concentrated golf audience to OOH operators than a metro many times its size.
The Takeaway: Masters Week is the biggest annual moment for OOH operators in both markets, and the data says the playbooks should look different. Augusta sellers should lead with transit shelters and street-level formats when pitching golf-adjacent campaigns. Atlanta sellers can lean on the strength of their billboard inventory, knowing the audience over-indexes broadly. The StreetMetrics Intelligence Tool lets you index any of 125+ audience segments against specific formats at the market level, so you’re not guessing which inventory to pitch. You’re proving it.
Reach out to Michael@Streetmetrics.com to learn more. StreetMetrics sponsored this post.
- Advertisement -
