Study: Almost 80% Of Aussies See Outdoor Once A Week, With The Ys & Zs Its Biggest Fans

As digital outdoor advertising has proliferated on public transport, sports stadiums, shopping centres, service stations, airports, retailers and elsewhere new data from Roy Morgan shows a majority of 10.8 million Australians aged 14-plus (52 per cent) are now seeing digital outdoor advertising in an average week.
This represents a significant increase of 10 percentage points from four years ago when only 42 per cent reported seeing digital outdoor advertising.
However, traditional outdoor advertising does remains more prevalent. Now 15.6 million Australians aged 14-plus (76 per cent) seeing traditional outdoor advertising such as billboards or posters in an average week. Overall now 78 per cent of Australians see outdoor advertising of some type – including digital, billboard or posters – in an average week, an increase of four per cent points on six years ago in 2013.
These are the latest findings from Roy Morgan’s Single Source Survey which is based on in-depth personal interviews conducted face-to-face with over 50,000 Australians per annum in their own homes.
Clearly it is the rise of digital outdoor advertising over the last few years that is supporting and growing the outdoor advertising market. Analysing the rise of digital outdoor advertising on a regional level shows city dwellers (59 per cent) and far more likely than country folk (40 per cent) to see digital outdoor advertising in an average week while the States with the highest penetration are led by Victoria and Queensland (both 54 per cent).
Outdoor advertising trends for traditional billboards & posters and digital screens
Gen Z and Millennials more likely to see many types of outdoor advertising than average Aussies
Taking a look at different types of outdoor advertising including at airports, train stations, on the sides of buses/trams/trains, at petrol/service stations, shopping centres, in gyms/health clubs, sports stadiums and news-stands shows that younger generations are more likely to see many of these types of advertising than average (and older) Australians.
Over half of Australians (53 per cent) see advertising at shopping centres in an average week however this is exceeded by those in both Gen Z (55 per cent) and Millennials (57 per cent).
Outdoor advertising is also frequently seen at petrol/service stations with 35 per cent of Australians seeing this advertising in an average week, however far more Millennials (41 per cent) than Gen Z (31 per cent) see this type of outdoor advertising.
The situation is reversed when it comes to public transport.
Younger Australians in Gen Z (32 per cent) are far more likely to see outdoor advertising at train stations in an average week than either Millennials or the average Australian (both 21 per cent).
This trend holds true for seeing advertising on the sides of buses/trams/trains seen by 32 per cent of those in Gen Z in an average week compared to 27 per cent of Millennials and 24 per cent of Australians in general.
In addition to these popular types of widespread advertising those in Gen Z are more likely than either Millennials or the average Australian to see outdoor advertising at airports, gyms/health clubs, sport stadiums and even as news-stands.
Likelihood of seeing outdoor advertising for Australia’s Millennials & Gen Zs
Commenting on the findings, Roy Morgan CEO Michele Levine said: “The growth in digital outdoor advertising over the last few years has been impressive, and relentless. A clear majority of 52 per cent of Australians now see digital outdoor advertising in an average week – up a significant 10 per cent points in only four years.
“Victoria and Queensland are the two States leading the way – digital outdoor advertising is seen by 54 per cent in an average week in these States. While 59 per cent of those living in Australia’s capital cities see this form of advertising at least weekly – well ahead of the 40 per cent in country areas.
“Delving more deeply into the data is revealing. Generation Z (born 1991-2005) and ranging from teenagers to those in their late 20s, are the most likely of any generation to see outdoor advertising on the sides of buses/trams/trains, at train stations, gyms/health clubs and at sports stadia.
“Other generations can be more precisely targeted with particular kinds of outdoor advertising. The older Millennials (born 1976-1990) are the most likely to see outdoor advertising at petrol/service stations and at shopping centres while Generation X (born 1961-1975) are the most likely to see outdoor advertising at airports. Perhaps unsurprisingly Baby Boomers (born 1946-1960) are the most likely generation to see outdoor advertising at news-stands.
“These results show that the ability to reach the desired audience with sophisticated digital outdoor advertising campaigns can be very dependent upon exactly where the digital advertising is deployed.
“Roy Morgan’s extensive consumer and demographic data on how Australians consume and interact with all forms of media including outdoor advertising, TV, radio, magazines, print newspapers, catalogues, direct mail, social media, the Internet and others is derived from detailed in-depth interviews with over 50,000 Australians each year in their homes,” Levine said.
Latest News

Why Advertisers Cannot Overlook The Benefits Of Generative AI
Are you a little late to the generative AI party? Well, pull your popper & toot your whistle to this essential read.

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]

Reddit Recap Reveals That Aussies Went Nuts For The Tillies, Eurovision And, Erm, Finance
Reddit’s annual Recap report has revealed the issues and moments that captured Australia’s collective mind over 2023 with, naturally, the Matildas featuring high on the list. The inaugural Australia-hosted Women’s World Cup saw Aussies glued to the footy (or, indeed soccer) with one enterprising user capturing the moment that Cortnee Vine scored the winner against […]

Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]

Spikes Asia Announces Its 2024 Jury Line-Up
Spikes Asia, APAC’s most prestigious and sought-after Award for creativity and marketing effectiveness, has revealed its 2024 Jury line-up today. The 93 industry experts from across 18 markets represent APAC’s leading talent from a diverse range of disciplines. 2024 sees the highest representation from brands, including Budweiser, Procter & Gamble, Unilever and, for the first […]

Assembled Media Inks TikTok Creator Campaign for BIC
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]

Wednesday TV Ratings: Aussies Sign Up For Taronga Zoo
With animals proving a ratings winner for the networks yet again, we're expecting odd marsupial cooking mash-ups soon.

If You Can’t Beat The System, Cheat The System: Hardhat Launches ‘Cheat Codes For Challenger Brands’.
Independent creative and CX agency Hardhat has launched an Australian-first suite of growth accelerators; ‘Cheat Codes for Challenger Brands’.

Melinda Petrunoff: Pinterest Predicts Is A “Cheat Sheet” For 2024
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.

IAB Launches Fourth Module In Its Marketing Measurement Innovation Series
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]

Scope3 Expands Carbon Measurement Capabilities To Include DOOH Advertising
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]

VOZ Enters Final Phase Of Total TV Viewing
This headline can be made so much more appealing by reading it with a Darth Vader-like inflection.

Selfies! Swipes! Scrolling! It’s The Best Of The Best Social Media Directors, Presented By Finecast, Part Of GroupM Nexus
Social media's far more than faffing about with videos of the office dog, as these digital maestros attest.

Thinkerbell Unveils Pringles “Shoot From The Chip” After Winning Competitive Pitch
Other than heroin, nicotine and Sex In The City re-runs, is there anything more addictive than the Pringle chip?

Now Open For Registration – NRF 2024: Retail’s Big Show Asia Pacific
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]

“He Cannot Die Without People Knowing What He’s Done”: Alan Jones Accused Of Indecently Assaulting Young Men
As sad as it is to say about these unsavoury allegations, why does it not come as any real surprise?

B&T TV – Jasmin Bedir On Why Trade Media Needs To “Drop The Shade”
Much like the arrival of tequila shots, you know you're in for a rollicking good time when Jasmin Bedir gets involved.

Kmart Does Christmas Via Dentsu Creative
Kmart is always B&T's one-stop shop at Christmas. Particularly for people we don't overly like.

Wavemaker Promotes James Boardman To Chief Strategy Officer
James Boardman amps up his Dungeons & Dragons creds as he's named Wavemaker's chief strategy officer.

When It Doesn’t Feel So Good Being Bad – It’s 2023’s Top Banned Ads
Other than a Cannes Lion, there's arguably no greater honour in advertising than getting your ad banned by a watchdog.

Taylor Swift Named Time’s Person Of The Year, Beating Out Putin, King Charles & Barbie!
Did you spend 172 hours staring at your computer screen & still didn't get Taylor Swift tickets? Stare some more here.

Petbarn & Greencross Vets Create Live Parasite Tracking Tool Via Howatson+Company
Could your incessant itch & dark urine actually be a sign of parasite infestation? Mark this as a must read.

Imogen Hewitt Promoted To Publicis’ Chief Media Officer ANZ
Imogen Hewitt's ascendancy at Publicis continues apace. Not that she's to be known as Dame Imogen Hewitt.

Icon Agency Nabs Michael Knox From Think HQ
We're still three weeks off the 31st, but already it's a "new year, new me" for Michael Knox as he joins Icon Agency.

James Warburton Resigns From Seven
James Warburton calls time on his Seven career. Also refusing all calls from Rugby Australia.

DBC2 Appoints Jason Fisher To Newly Created Role Of CEO
Following a period of significant client growth, leading auto marketing agency, DBC2 has appointed Jason Fisher (lead image) to the newly created role of CEO. The appointment is part of DBC2’s long term growth strategy ahead of the agency announcing a brand refresh and expanded proposition in early-2024. As a new shareholder of the business, […]

ACCC To Crackdown On Influencers & Businesses For Misleading Advertising & Dodgy Reviews
ACCC announces crackdown on dodgy influencers and online reviews. Which, it must be said, is their job.

Alastair Baker Promoted To Havas’ National Head Of Planning
Havas' Alastair Baker has a spring in his step and a song in his heart today following work promotion.

Three New Hires At Amplify
Extra pressure on Amplify's Nescafé Blend 43 catering tin today with the arrival of three new recruits.

Troye Sivan Named GQ’s Man Of The Year
Shannon Noll once again savagely cruelled by the GQ judges as KFC work goes unrecognised at Man Of The Year awards.

Indy Clinton, The Matildas & Fitzroy Garage Party Honoured At 2023 TikTok Awards
B&T a lucky attendee at last night's TikTok Awards. Disappointed not to see any cats playing piano, however.

Digital Advertising Excellence: A Blueprint For Maximum Engagement & Sustainability
Much like the importance of daily flossing, this is a gentle reminder of the damage crap creative can do.

What Are You Waiting For?! Enter TikTok Young Lions Now!
We're certainly not young, talented and trendy but you likely are, so enter the TikTok Young Lions comp!

Boomtown’s Final Masterclass Of 2023 Attended By Almost 100 Media Reps
Don’t treat regional media as a charity, but a real growth opportunity: That’s the message from Boomtown’s final masterclass of 2023, attended by almost 100 media industry representatives from across the nation. The masterclass was part of a series of educational sessions, delivered by Boomtown, the media collective championing advertising in regional Australia. The sessions […]

Mister Cartoon & Turtle Wax Partnership Launches In Australia & New Zealand Via DIJGTAL
DIJGTAL launches ‘The Art of Car Care’, an exciting partnership between renowned LA street artist and icon, Mister Cartoon and Turtle Wax in Australia and New Zealand.

GTA VI Trailer Smashes YouTube Viewership Records
This trailer marks great news for spotty teenagers and socially awkward people around the world.