Burbank Airport Media Guide

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BURBANK, CA AIRPORT MEDIA GUIDE OUR HISTORY

ADVERTISING COMPANY AIRPORT ADVERTISING BURBANK, CA AIRPORT PROFILE TRAVELER PROFILE AIRPORT MARKET PROFILE MEDIA GUIDE COMPETITIVE MEDIA ANALYSIS

| BURBANK | lamar.com | BURBANK OUR HISTORY

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.

| BURBANK | lamar.com | BURBANK 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.”

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.

| BURBANK | lamar.com | BURBANK AIRPORT PROFILE BOB 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.

GATEWAY TO LOS ANGELES BUSINESSES Warner Brothers NBC-Universal ABC • CBS • Fox The Walt Disney Co. MGM Columbia Paramount Nickelodeon Dreamworks AVERAGE ANNUAL PASSENGERS: Universal Studios Cartoon Network

| BURBANK | lamar.com | BURBANK TRAVELER PROFILE BOB HOPE AIRPORT

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.

BOB HOPE FLYER FAST FACTS: Demographics 75% Male: 50.8% Ages 35-44: 16.9% of frequent flyers Female: 49.2% Ages 45-54: 27.0% say they both notice Ages 25-34: 14.5% Ages 55-64: 17.4% Reason for Travel airport advertising Business Traveler: 53% and take the time to Leisure Traveler: 40% Household Income read the message. HHI of $40,000+: 84.9% HHI of $100,000+: 54.6% HHI of $250,000+: 13.6%

Frequent flyers are 56% more likely Education than all Americans to be first to try or College Educated: 28.8% buy new products or services. College Graduate or More: 47.7%

73% of business frequent flyers spend Residence up to 2 hours in connecting airports 69% live in California 41% live in L.A. County during layovers.

SOURCE: SCARBOROUGH USA+ 2015 (Release 1)

| BURBANK | lamar.com MARKET PROFILE LOS ANGELES METRO AREA

POPULATION: 32% OF RESIDENTS ARE COLLEGE GRADUATES

13,287,932 8% ARE AFRICAN AMERICAN; 45% ARE HISPANIC

HIGHER EDUCATION 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

COMPETITIVE MEDIA: 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.

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

| BURBANK | lamar.com COMPETITIVE MEDIA PRESENCE IN THE LOS ANGELES MARKET

AIRPORT ADVERTISING RADIO IS A CONSTANT MEDIA COMPANION. Airport ads deliver consistent 110+ impressions as trends shift in LOCAL RADIO STATIONS ARE AVAILABLE TO other forms of advertising. LOS ANGELES AREA LISTENERS. Airport advertising can 58% of Los Angeles area residents use an online music service. compliment, reinforce, and Your target listener must tune in to the exact station your commercial is on and extend the reach of other ad 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. types in your campaign as part of a media mix strategy. 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.

SOURCE: SCARBOROUGH USA+ 2015 (Release 1)

| BURBANK | lamar.com