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Fifty percent of Americans age 21 or older have visited a bar or lounge, including a restaurant with a dedicated bar, in the past month, and 31 percent in the past week.
This makes bars the new out-of-home hot spot for advertisers to reach consumers, says Arbitron, citing a new survey which profiles the audience for bar and lounge advertising.
America’s bar-going habits reveal that bar-based advertising, as a medium, has the potential to reach not only a significant portion of adult consumers, but concentrate its message among those who are the first to try new products and recommend them to friends.
The Arbitron study shows that monthly bar patrons go to a bar 3.6 days per month and visit 2.8 different bars. Those who have visited a bar in the past week have gone 1.7 days and visited 1.6 different establishments. Perhaps more interesting, 27 percent percent of monthly bar-goers consider themselves early adopters, compared to 18 percent of those who have not been to a bar in the last month. Twenty-six percent of monthly bar-goers frequently recommend new products to others, while only 19 percent of non-bar patrons do the same.
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