Kym Frank on St Pats Day

Insider couldn’t resist running this St Pats day post by Geopath President Kym Frank.  Love the simple, stylish, clever Guinness billboard  Less is more.  Enjoy the weekend.

Guinness billboard photo courtesy of EMC Outdoor

Having an office in Times Square makes our team’s commute to our office an obstacle course on a normal day.  But March 17th presents our team with a true challenge – St. Patrick’s Day…on a Friday…in Manhattan.

According to the National Retail Federation, this perfect storm has pushed spending to a new high, with Americans planning to spend nearly $38 each celebrating the holiday on average. More than 1 in 4 people plan to celebrate at a bar or restaurant – and however they get there, whether it is by car, cab, transit, or on foot, they will be exposed to out of home advertising (OOH).

What a great time to reach them with advertising for St. Patrick’s Day’s signature beverage – beer.

Counties Where People Overindex For Drinking Beer in a Bar in the Last 30 Days

Map of Beer Drinking
Source: Esri/Geopath

People who had a beer in a bar or restaurant in the last 30 days are 15% more likely than the total population to say that they’ve noticed an OOH ad in the last month. They are 23% more likely to say that they’ve noticed a billboard and 29% more likely to say they’ve noticed an ad on a subway or platform.  In fact, they over index in noticing of every single OOH format that is measured by Simmons.  (Spring 2016 NHCS Adult Study 12-month)

While many people will enjoy the smooth taste of a green-tinted beer at their local watering hole this St. Patrick’s Day, many will choose the bubbly, brown, un-dyeable Guinness.  According to WalletHub, people will drink 13 million pints of Guinness on St. Patrick’s Day.  That is enough beer to fill 3 Olympic-sized swimming pools!

Consumers who drink Guinness pay attention to OOH – overindexing in notice of every format that Geopath measures. They are 55% more likely than the average American to say they’ve noticed a bus ad in the last 30 days, 51% more likely to say they’ve noticed a mobile billboard, and 31% more likely to say they’ve noticed a billboard.

So, whatever you are drinking this St. Patrick’s Day, please get home safely.  Take a cab, share a ride, or take public transportation.  It will give you more time to enjoy the OOH!

For more stats and facts, visit Geopath’s geekOUT Library and have a happy St. Patrick’s Day!


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