Top OOH Spenders By DMA: Kansas City
GeekOUT Fast Fact Friday
We hope everyone is staying safe, healthy, and is enjoying a great start to 2021.
For today’s Friday Fast Fact, we are continuing our series analyzing the top OOH spenders in DMAs across the country, looking at who is spending in each market and any changes between the second and third quarter. As a reminder, all spending and research reports are available to our members via the geekOUT Library.
In honor of the upcoming Super Bowl (and because we already covered Tampa), for today’s analysis, let’s head out to Missouri, and look at the thirty-second largest DMA in the country; Kansas City. We will look at how spending changed in Q3, compared to the second quarter of 2020. With more than 5,500 OOH assets audited by Geopath in this market, it will be interesting to see which advertisers are taking advantage of the 417 million impressions generated from this inventory every week!
With that said, let’s take a look at who was spending during Q2! See below for the top ten spenders in the DMA for the months of April through June.
In Q2, brands spending within the Kansas City DMA were predominantly from the government, financial, communications, and insurance sectors. These included, but were not limited to, organizations such as the Missouri State Lottery, Community America Credit Union, Sprint, and Blue Cross & Blue Shield. Out of these four sectors, two sectors filled the majority of the list, with the financial industry holding four spots, and government organizations holding three!
However, third quarter spending reports from Kantar indicate shifts in not only the advertisers, but also the sectors represented during this period. During this quarter, data below shows some additions to the top OOH spenders in, as well as a few changes in the order.
In terms of additions, two companies immediately stand out. Geico and T-Mobile both spent enough in OOH during Q3 to now hold the first and second spots in Q3, respectively. In terms of other new additions, Google jumped onto the list this quarter, now holding the fourth position, while HomeVestors, Farm Bureau Financial, and Advance America moved into the fifth, ninth, and tenth spots.
Outside of these new additions, there were changes in the ordering for the remaining three brands still on the list from Q2. While Central Bank of the Midwest held firm in the third spot, the Missouri State Lottery and Sprint fell to the seventh and eighth spots. It is interesting to note that compared to the previous quarter, the companies listed in Q3 come from a much wider array of industries, possibly showing growing interest in utilizing OOH around the Kansas City DMA!
With the release of Kantar advertising spend data for Q3, the Geopath team compiled the top ten advertisers for other DMAs across the country into a research report. This report, as well as previous OOH spending reports for your market and other additional research resources, can be accessed by members within 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 [email protected]