BURBANK, CAAIRPORT MEDIA GUIDE

AIRPORTMEDIA GUIDE

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OUR HISTORY

AIRPORT ADVERTISING

AIRPORT PROFILE

TRAVELER PROFILE

MARKET PROFILE

COMPETITIVE MEDIA ANALYSIS

ADVERTISING COMPANY

BURBANK, CA

A simple flip of the coin in Pensacola, Florida, landed Charles W. Lamar Sr. the opportunity of a lifetime. In 1908, when Mr. Lamar and J.M. Coe decided to dissolve their three-year partnership, a coin toss was used to divide their assets: the Pensacola Opera House and the Pensacola Advertising Company, the small poster company created to promote the Opera House. Mr. Lamar lost the toss, and was left with the less-lucrative poster company, which he renamed Lamar Outdoor Advertising Company. Over the course of the next century, Mr. Lamar and his descendants built Lamar Advertising from a small sign company on the Gulf Coast into one of the largest providers of Out-of-Home advertising in the nation.

Through generations of commitment, integrity, and innovation, Lamar has changed the nation’s landscape while still maintaining the character of a family business.

OUR HISTORY| BURBANK

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Whether you are trying to raise awareness about your brand, product, or service, or you’d like to encourage point-of-sale, airport advertising meets your needs.

Airport advertising stands out from other media options because of its high visibility. Advertisers have the opportunity to target an engaged audience as they journey through the airport, from security lines to baggage claim.

Airport ads work exceptionally well for branding campaigns. Use airport advertising to paint a vivid, captivating picture of your brand. Achieve high campaign awareness and ad recall by bringing your message to the airport where the engaged audience awaits.

Branding campaigns give consumers top of mind awareness of your brand. Invest in airport advertising to spread the word about your product or service.

Advertisers say that when they use airport in their media mix, the buy feels much “bigger” than the actual spend.

AIRPORT ADVERTISING

Airport advertising delivers your message to a saturated audience of affluent, educated, tech-savvy business and leisure travelers in a “high dwell environment.”

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AIRPORT PROFILEBOB HOPE AIRPORT

Burbank’s Bob Hope Airport is the major regional airport serving Northern Los Angeles and

the San Fernando Valley. Located just seven miles from Hollywood, the proximity and convenience of

the Burbank Airport makes it the preferred airport for millions of Southern California residents.

Travelers include the top executives from the myriad of studios, networks, music labels and affiliated

entertainment companies located within a few miles of the airport.

AVERAGE ANNUAL PASSENGERS:

4.1 MILLIONAIRLINES:Alaska/Horizon | Delta Connection | United Express US Air Express | American | Southwest US Airways | JetBlue

KEY DOMESTIC NON-STOPS:Dallas | Denver | Las Vegas | New York City

Oakland | Phoenix | Portland | Sacramento

Salt Lake City | San Francisco | San Jose | Seattle

GATEWAY TO LOS ANGELES

BUSINESSESWarner BrothersNBC-UniversalABC • CBS • FoxThe Walt Disney Co.MGMColumbiaParamountNickelodeonDreamworksUniversal StudiosCartoon Network

EVENTS & ATTRACTIONSDisneylandHollywoodKnotts Berry FarmSix FlagsRodeo DriveNorton Simon MuseumLos Angeles Theatre DistrictThe Rose ParadeDescanso Gardens

SPORTSLakers BasketballDodgers BaseballLA Galaxy Soccer

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TRAVELER PROFILEBOB HOPE AIRPORT

BOB HOPE FLYER

FAST FACTS:DemographicsMale: 50.8% Ages 35-44: 16.9%Female: 49.2% Ages 45-54: 27.0%Ages 25-34: 14.5% Ages 55-64: 17.4%

Reason for TravelBusiness Traveler: 53%Leisure Traveler: 40%

Household IncomeHHI of $40,000+: 84.9%HHI of $100,000+: 54.6%HHI of $250,000+: 13.6%

EducationCollege Educated: 28.8%College Graduate or More: 47.7%

Residence69% live in California41% live in L.A. County

75% of frequent flyerssay they both notice airport advertising and take the time to read the message.

Frequent flyers are 56% more likely than all Americans to be first to try or buy new products or services.

73% of business frequent flyers spend up to 2 hours in connecting airports during layovers.

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As the second largest airport in Los Angeles County, Burbank serves as a convenient gateway airport to millions of L.A. area passengers each year. Burbank Airport travelers are affluent, upscale, and loyal air travelers. The average household income is $81,000 and 47% earn over $100K. Many use Burbank as a feeder into the greater Los Angeles area, while countless others are from the surrounding cities.

SOURCE: SCARBOROUGH USA+ 2015 (Release 1)

MARKET PROFILELOS ANGELES METRO AREA

49.4% MALE 50.6% FEMALE

18-24 y/o 10.4% 45-54 y/o 13.7% 25-34 y/o 15.0% 55-64 y/o 11.5%35-44 y/o 13.9% 65 & older 12.7%

8% ARE AFRICAN AMERICAN; 45% ARE HISPANIC

40% OF HOUSEHOLDS EARN > $75,000/YEAR

48% OWN THEIR RESIDENCE WHILE 49% RENT

13,287,932P O P U L A T I O N : 32% OF RESIDENTS ARE COLLEGE GRADUATES

AREA EVENTS & ATTRACTIONS:Disneyland | Hollywood | Knotts Berry Farm | L.A. Film Fesitval | Rodeo Drive | Norton Simon Museum

Los Angeles Theatre District | The Rose Parade | Descanso Gardens | Echo Park Lake | Venice Beach

Cathedral of Our Lady of the Angels | Kodak Theatre | Staples Center | Dodgers Stadium | Six Flags

Walt Disney Concert Hall | Los Angeles Marathon | Griffith Observatory | Chinese New Year

Lakers Basketball | Dodgers Baseball | LA Galaxy Soccer | Angels of Anaheim Baseball

LA Clippers Basketball | LA Kings Hockey | Anaheim Ducks Hockey | LA Sparks Basketball

UCLA Bruins | USC Trojans

SPORTS:

44% of area homes subscribe to cable. 47% of these households use a DVR.41% of residents are heavy radio listeners. 28% use an online music service.62% haven’t read a newspaper in the past week.

COMPETITIVE MEDIA:

California State University, Los Angeles | CSU Northridge | University of California, Los Angeles

American Film Institute Conservatory | Alliant International University | American Jewish University

Charles R. Drew University of Medicine and Science | Emperor's College | Los Angeles Film School

Loyola Marymount | Marymount College | Mount St. Mary's College | National University of California

Occidental College | Otis College of Art and Design | Southern California Institute of Architecture

Southwestern Law School | University of Southern California

HIGHER EDUCATION

SOURCES: SCARBOROUGH USA+ 2015 (Release 1), US Census

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COMPETITIVE MEDIA PRESENCEIN THE LOS ANGELES MARKET

RADIO

110+LOCAL RADIO STATIONS ARE AVAILABLE TOLOS ANGELES AREA LISTENERS.

58% of Los Angeles area residents use an online music service.

Your target listener must tune in to the exact station your commercial is on and be actively listening at the time your ad plays. Your airport ad is in the sight line of all fliers in yuor area or traveling from out of town.

NEWSPAPER

62%OF LOS ANGELES AREA RESIDENTS SAY THEY DID NOT READ A NEWSPAPER THIS WEEK.

Among area newspaper readers, 24% are retired, 66% did not graduate from college, and 66% do not have children in their home.

Newspaper readership is steadily declining in favor of up-to-the-minute news sources. Many papers have reduced publishing to a couple times per week. Airport ads reach your target as long as people are flying.

TELEVISION

56%OF LOS ANGELES HOMES DO NOT SUBSCRIBE TO CABLE TELEVISION.

Of the remaining 44% of households that do get cable, 47% have a DVR, enabling them to skip commercials.

Like radio, your target must be tuned in at the right time, on the right channel, be paying attention, and not choose to fast-forward through your message. Airport ads cannot be turned off. Effective designs are hard to ignore.

AIRPORT ADVERTISINGIS A CONSTANT MEDIA

COMPANION. Airport ads deliver consistent

impressions as trends shift in other forms of advertising.

Airport advertising can compliment, reinforce, and

extend the reach of other ad types in your campaign as

part of a media mix strategy.

SOURCE: SCARBOROUGH USA+ 2015 (Release 1)

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