There’s some breathless sputtering that out of home’s ROI is ruined because no one is driving.   Look at this data from Inrix’s National Traffic Volume Synopsis for March 14-20, 2020. Traffic is down due not as much as you think.  You might want to keep track of the Inrix numbers in case advertisers ask.  US traffic volumes are off 30%.  Traffic volume is down more than that in big cities like San Francisco and New York and less than that in rural areas.

Here’s the data broken down by state and metro area.

If you’ve got billboards which advertise products for truckers or help wanted ads for drivers read this from the Inrix report: “A silver lining, if there is one, is that commercial traffic is holding up.  Long haul truck traffic is holding steady…Local fleets, such as service vehicles and local deliveries are experiencing a drop nationwide, slightly under 10% through the week.”

Nice information to communicate to your advertisers.  There are still a lot of people viewing billboards.

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