OOH in Missouri: The State by Numbers
Friday Fast Fact

For today’s Fast Fact, let’s take a look at some OOH statistics across the 114 counties of Missouri!

Did you know that the first Olympic Games held in the US were held in Missouri? Beyond that, the 1904 Summer Olympics held in St. Louis were also the first Olympic Games to be held outside of Europe! Due to conflicts globally, a vast majority of those that competed in these games were from North America; in fact, only about 11% of athletes were from other continents.

These 1904 Summer Olympics also coincided with the 1904 Worlds’ Fair in St. Louis, where multiple modern-day favorites were allegedly created. Among them were iced tea, and ice cream cones, when an ice cream vendor apparently ran out of bowls and recruited the help of a waffle vendor for an alternate solution!

At the state level, Geopath audits over 23,000 spots, with inventory coming from nearly 40 different operators! In the state, there is a total population of 6.2 million.

Here are a few great potential audience segments to be aware of in the state! According to Geopath Insights Data, there are more dog owners in the state than cat owners, at 26% of the population versus 17%, respectively. Nearly 40% of residents say they drink wine, while about 30% say they drink beer.

Approximately 2/3 of the state’s population report that they have been to a Quick Service Restaurant to eat in the past 30-days, and nearly 86% report having been to a sit-down restaurant in the same time period!

In the state, 23% of people report that they have been to a professional sporting event in the past 12-months, 17% have been to a theme park, 16% to the zoo, and 10% of residents have been to a ticketed music event. Across the state, 1/4 of people report they have purchased athletic shoes in the last 12 months, 21% have been swimming, 17% have been biking, 14% have gone hiking/backpacking, and 13% have been jogging/running.

In the coming 12 months, 30% of the population report that they have plans to go on a family vacation, and 30% plan to do some home improvement.

Here is the infographic for the Springfield, MO DMA!

There are more infographics on the way! Don’t see a market you are looking for? Reach out to us at [email protected]. Additional Market Spotlights will be added over the coming weeks.