For today’s GeekOUT Fast Fact, let’s travel to back to the Lone Star state and revisit a DMA that we touched on last fall: Dallas-Ft. Worth. In September, we compared first and second quarter spending, and noted the top advertisers spending during these periods in Texas’s largest market. With the release of Kantar advertising spend data for Q4, the Geopath team has compiled two reports so we can compare Q4 OOH spending to the full year of 2020.
Let’s see if anything changed for Q4 and what spending looked like for full year in the nation’s fifth largest DMA. In Q4, the top spenders in OOH within the DMA were mainly split between the government, insurance, and financial sectors, represented by companies such as the Texas State Lottery, Allstate, and Mastercard. It’s interesting to note that Verizon and Internet Movie Database were the only organizations not from these three categories. With that said, let’s take a look at the whole year, see who the top spenders were in the DMA for all of 2020.
To start, it’s clear that the government sector was a big spender in 2020, with the Polaris Project and Texas State Lottery holding top spots in Q4 as well as for the full year. Additionally, looking at previous quarterly reports, which are all available in Geopath’s GeekOUT Library, both of these organizations were among the top three spenders through all four quarters. It’s great to see these organizations showing consistency in their OOH spending, and taking advantage of the 2-billion weekly impressions generated by the more than 16,000 OOH spots within the market, according to Geopath Insights. With 47 media operators audited by Geopath within Dallas-Ft. Worth, we’re sure there’s great OOH/billboard opportunities to effectively reach their audience throughout the market!
Looking at the rest of the list, the insurance sector had the most representation for the full year, with Geico, Allstate, Fred Loya Insurance, and Humana in the third, fifth, eighth, and tenth spots. As in other markets, the insurance sector is a top spending industry, with organizations such as Geico spending heavily in 2020, which also appeared in the top ten for 71 other markets in 2020! Additionally, it’s interesting to note another big spender, Facebook, maintained the fourth spot for the full year, further showing a trend in which the organization spent heavily in OOH in many markets around the country!
If you are interested in seeing which organizations spend in your DMA, these OOH spending reports can be accessed by members within the GeekOUT Library by using their current Geopath credentials.
Please feel free to reach out to your friends at Geopath via [email protected], If you have any questions pertaining to OOH measurement or research.