This desire and need will continue to drive growth in advertising spending. The ways people live have been and will continue to shift to a more mobile style. Clusters are the most efficient advertising medium in particular geographic locations. They allow advertisers to reach a higher percentage of key target demographic groups through one simple purchase. Consolidation means fewer broadcasters competing for local advertising dollars.
Clusters create greater inventory packaging flexibility.
With broadly placed assets, station owners can attract greater national advertising dollars. There exist roughly 1000 privately held companies with over 396,000 displays waiting to be purchased. Consolidation will allow owners to offer more attractive inventory packages and attract more national advertisers. Advertisers have trouble justifying time spent on creating a billboard campaign for only a few spots. The outlets for the distribution of advertising in the radio and outdoor segments are close to fixed.