The 2009 Arbitron National In-Car Study

American drivers spend nearly three hours a day in their cars, according Arbitron’s National In-Car Study, and are exposed to myriad out-of-home media.  The study shows that not only are they exposed, but that they act on what they see and hear. In fact, nearly one-quarter of billboard viewers say they were motivated to visit a particular store that day because of an outdoor ad, and nearly one-third visited a retailer later that week. As consumers spend their days in cars driving back and forth to work, running errands and traveling, advertisers are finding new ways to capitalize on drive-time.