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Nielsen Extends Monitor-Plus Outdoor Coverage
Nielsen Monitor-Plus has announced an enhancement to its outdoor advertising measurement service, increasing the number of co-operating outdoor companies and bringing the total number of US markets measured to over 150.
According to Monitor-Plus Senior VP and MD Jeff King, the expansion reflects an increase of around 60% in reported outdoor advertising revenue.
In 2004, America's Top 15 Outdoor advertising markets accounted for $1.86bn in outdoor advertising spend, ranging from $379m in New York to $56m in Las Vegas. Outdoor as a percentage of total ad spend peaks in Orlando and Las Vegas, two popular tourist destinations with significant vehicle and foot traffic, affording access to outdoor advertising.
The ten biggest outdoor advertisers spent around 10% of the total in 2004, or c.$288.9m.Anheuser-Busch tops the list, spending $50.8m in 2004, while rival Miller Brewing also appears in the top ten with $21.8m attributed to outdoor ads. The top ten also features two automotive companies, Nissan and GM, and two communications companies, Verizon and Nextel.
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Monitor-Plus, a service of Nielsen Media Research, provides advertising intelligence for 18 media, including television tracking for all 210 US markets. Nielsen Media is online at www.nielsenmedia.com
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