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OOH Today’s Stat of the Week – Powered by StreetMetrics
Transit Pulls Away When March Madness Audiences Are on the Move
The Stat: College Basketball Fanatics index 187 on Transit; 3.5x higher than on Place-Based (53) and 42% above how the broader Sports Fans segment indexes on the same format (132).
The Insight: StreetMetrics measured two audience segments, College Basketball Fanatics and the broader Sports Fans segments, across Transit, Billboards, Street Furniture, and Place-Based inventory in five major markets.
Transit was the only format where College Basketball Fanatics outpaced Sports Fans in audience concentration. On Billboards and Street Furniture, both segments landed near or slightly below the national baseline. On Place-Based, neither indexed strongly. That 3.5x spread between Transit and Place-Based for the same audience only becomes visible when every format is measured with the same methodology not estimated or modeled differently by format type.
The Takeaway: College basketball audiences aren’t evenly distributed across OOH. Transit reaches this audience more effectively and that gap is substantial enough to change how planners should weigh a March Madness buy. For operators running transit inventory in Miami (CBF index 155), New York (143), and Chicago (118), this data makes a direct case for audience-based positioning in tournament sponsorship conversations. The story isn’t just “transit works”, it’s that consistent cross-format measurement is what reveals the story at all.
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