For today’s GeekOUT Fast Fact, let’s take a look at the market home to the capital city of Louisiana – the Baton Rouge DMA.
Did you know that Louisiana is one of only two US states that isn’t broken up into counties? Unlike the other 48, Louisiana is split into parishes, while Alaska is split into boroughs. The East Baton Rouge Parish, where you’ll find this capital city, is also the most populous parish in the state.
Throughout its long history, Baton Rouge has been ruled by seven different governments. It has long been a hub for industry and trade, with the Port of Greater Baton Rouge being the 10th largest in the country. In the early 2000s, Baton Rouge was also one of the fastest-growing metropolitan areas in the US.
According to Geopath Insights, there are more than 2,000 spots measured by Geopath within the Baton Rouge market, which generate nearly 250 million impressions each week! Additionally, with a population of nearly 1 million, and 39% 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 Baton Rouge 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.
Interestingly, multiple attorney services fall in the top 10 OOH spenders in this market. Louisiana, unlike any other state in the US, practices law based on “Napoleonic Code” rather than “common law”. (Louisiana’s Bar Exam is also the longest in the US!)
Unsurprisingly, top national brands like Geico and McDonald’s also break into the top 10 spenders in Baton Rouge. There is a fair mix of health services and restaurants as well in this group.
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 firstname.lastname@example.org to find out how you can access this information.