Recent demographic studies show that the audience for outdoor advertising is increasing rapidly. It is one of the few media that can boast a rising viewership. This is primarily because there are more people on the road now, driving for work and for fun.
More women work, and time spent outside the home has increased dramatically.
Men spend an average of 81 minutes a day behind the wheel, while women spend 64 minutes a day. That's a lot of time. Travelers on the road rely heavily on billboards for information as and when they need it. With the growth in popularity of cellular phones, billboards have become even more effective in increasing sales. A consumer can call a number on the billboard from his car and buy a product, making the billboard, in a sense, an interactive purchasing tool.