For today’s GeekOUT Fast Fact, let’s take a look at the market home to the most populous city of Maryland – the Baltimore DMA.
Did you know that Baltimore is actually an “independent city”? It doesn’t exist within a county, and is the largest independent city in the United States! The city was also home to the famous Battle of Baltimore during the War of 1812, during which Francis Scott Key wrote the lyrics for the Star Spangled Banner.
Baltimore has a long and rich history in many respects. In the 1800s, the city was the second largest entry point for immigrants, behind Ellis Island. The first Post Office in the United States was also established in Baltimore, as was the very first telegraph line.
According to Geopath Insights, there are more than 4,000 spots measured by Geopath within the Baltimore market, which generate over 260 million impressions each week! Additionally, with a population of over 3 million, and over 50% of all commuting trips within the DMA taking 30 minutes or more, it is clear why advertisers are taking advantage of OOH in the market.
For more insights on the Baltimore DMA, please see our 2021 DMA infographic below.
Next, let’s look at who is spending in OOH within the DMA for Q2 of 2021.
Not surprisingly, several top national brands break into the top 10 spenders in Baltimore. In looking at the top 10, there are only a few local advertisers who are among the top spenders. Several large tech companies are finding value in OOH here, which could also pose a big opportunity for smaller/local advertisers to reach a large audience.
Geopath has compiled OOH advertising spend data for Q2 of 2021 sourced from Kantar for the DMA, as well infographics for this and all 200+ DMAs across the country. Both the OOH spending reports, and DMA Infographics can be accessed by Geopath members in our geekOUT Library. If you are not currently a Geopath member, please reach out to us on [email protected] to find out how you can access this information.