Adults in Toronto and Montreal can potentially see more than 350 out-of-home advertisements each week, according to new data from the Canadian Out-of-home Measurement Bureau.
Using data from its planning software COMBNavigator, the Toronto-based measurement organization says that an adult living in Montreal can potentially see 54 out-of-home ads each day—double the potential number of ads (27) that can be seen by an adult living in Halifax, and two more than in Toronto.
The research includes multiple advertising formats, including standard billboards, superboards, street furniture (transit shelters, map stands, etc.), murals and outdoor digital advertising.
While the average number of out-of-home advertising impressions varies by both the number of advertising faces in a given market and their location, COMB president Karen Best says there is “high exposure potential” for out-of-home across the country.
COMB found that men between the ages of 25 and 54 have the greatest chance of seeing out-of-home advertising. By averaging exposure levels across six Canadian cities with populations ranging from slightly less than 300,000 to more than five million, COMB determined that men in that age range have the potential to see an average of 60 out-of-home ads per day.
