Geopath Market Spotlight | Hartford-New Haven DMA
GeekOUT Fast Fact Friday

For this week’s spotlight, let’s take a look at a market that makes up nearly the entire state of Connecticut – the Hartford-New Haven DMA.

Did you know that New Haven, CT is one of the first planned cities in the country? Shortly after being settled in the early 1600s, a small grid of streets was established in the city, which is recognized today as a “National Planning Landmark” by the American Planning association. New Haven is also famously home to Yale University, the third oldest higher education facility in the country.

Interestingly, New Haven was one co-capital of the state with Hartford, until Hartford become the sole capital in 1873.

Did you know that Hartford is considered the Insurance Capital of the World? There are over 100 insurance companies headquartered in Hartford – in turn, Connecticut has the highest number of insurance professionals per capita in the entire US.

According to Geopath Insights, there are more than 2,900 spots measured by Geopath within the Hartford-New Haven market, which generate over 406 million impressions each week! Additionally, this market has a population of 2.7 million, with 1/3 of all commuting trips within the DMA taking 30 minutes or more.
For more insights on the Hartford-New Haven DMA, please see our 2021 DMA infographic below.

Next, let’s look at who was spending in OOH within the DMA for January – June of 2021.

Keeping in line with CT’s place at the center of the insurance industry, there are multiple healthcare  and insurance groups that appear as top OOH spenders in the market. In fact, half of the advertisers in the top 10 fall into this category. Top national brands McDonald’s and Geico appear near the top of the list here as well.

Geopath has compiled OOH advertising spend data for Q1 and Q2 of 2021 (January-June) 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.