medium comparison

The complete guide to advertising medium comparison.

Medium comparison, it feels like your comparing apples and oranges sometimes. Some mediums are easier to compare to truck advertising than other.

Outdoor advertising mediums, 48 sheets, bus advertising and indeed truck advertising fall into this category, are far easier to compare as they have similar statistics which makes a medium comparison easier.

TV or radio advertising is far harder to compare to truck advertising and to make the medium comparison fair we used five key areas of comparison.

These are; cost efficiencies, the advertising area you get for your money, the coverage you get, audience demographics and key statistics. Followed by a summary giving you a quick overview of each area.

We will examine each area closely later in this medium comparison guide but first, let’s look at the mediums we’re comparing truck advertising too. As already mentioned each medium has it’s own post, so click on it below to be taken there.

48 Sheet Advertising

96 Sheet Advertising

Tube Advertising

Bus Advertising

TV Advertising

Radio Advertising

Why did we make a medium comparison to these formats?

Quite simply these mediums are popular with advertisers looking to broadcast a message as part of a broadcast advertising campaign.

They are universal, everyone in the industry and with the exception of 48 sheets and 96 sheets even those outside the industry knows and understands how each format works. If I said billboards, not necessary there size then the general public would then understand.

This universal nature has lead to a certain extent of standardisation in terms of size and cost of each format, which makes a medium comparison easier.

They are widely used by a range of advertisers who are overlooking truck advertising who could be using it.

Each format is widely available with the exception of tube advertising.

Cost Comparison

A medium comparison has to include something about cost, specifically the cost efficiency of the medium. I.e how much does it cost you to reach 1 person.

In media the standard cost efficiency measurement tool is Cost Per Thousand  (CPM or CPT), you can read how it’s calculated here.

CPM is basically how much does it cost you to reach a thousand people including all production and rental costs. Clues in the name really.

The lower the number the more cost efficient the medium.

Cost is a key consideration for any medium comparison, why spend £20 to reach 20 people when you could spend the same amount, 40 people. Other things come into play but when advertising you want a medium that can deliver results that is not costing you the earth.

Cost Per Thousand (CPM) of truck advertising
Cost Per Thousand (CPM) Comparison

Why Compare Advertising Area?

Advertising area is the amount of space you get for your money.

Normally advertisers want to make the biggest impact with their budget, which typically means 96 sheets over 48 sheets. Bigger billboards in this example potentially means more people have an opportunity to see it and as it’s bigger have a higher chance of taking that fleeting glance because something pips their interest.

With non-outdoor formats it get’s harder to compare, we’re heading into apples and oranges territory here. It’s really tricky to compare the space of a billboard vs the space on TV. For TV you want to get in front of an audience for as long as possible.

By using advertising area as a comparison in our medium comparison, we’re highlighting the mediums that have the best space efficiency. They get your creative on the biggest space possible.

The larger the advertising area the more you get for your budget.

With truck advertising, this is something we’ve touched on it before in our blog. Each individual medium comparison includes an in-depth look a truck advertising vs the medium we’re comparing it too. So don’t think you need to have a look beforehand if you’re short on time.

Just so you know our trucks have an average advertising area of over 86m.

You can see the full side by side comparison to various formats here.

Why Include Format Coverage Area

Coverage area is all about the areas you can reach with that particular medium. How wide or small can you target with each individual advertising medium.

With all formats, this is quite easy to measure. Billboards can be placed in certain geographic locations around a city or across the country and equally TV advertising can now be targeted at specific postcodes or the UK as a whole.

How targeted you need your campaign depends on many factors including among others;

  • Your brand – Can you supply or deliver nationally or regionally.
  • Your campaign objective – are you specifically targetting one key area and focussing your resources there.
  • Your audience – where is your key audience likely to be

Each format and advertising area has its own demographic makeup, which is handy as this is up next.

So why does our medium comparison guide include coverage? Because each advertising medium reaches the different environment and can be used for different campaign types. it’ important to understand this before you book a campaign. How flexible can it be to support different needs and how does it change things?

With truck advertising, for example, trailer reach a national audience whereas lorries reach a more regional or local audience. So already two different audiences, motorway or urban centres with two different datasets. For clarity, we’ve included a best-fit approach in this section.

Trailer and lorry advertising area

Demographics - The Obvious One!

Demographics are key to any campaign and that’s why it’s in our medium comparison guide.

Demographics is essentially the profile of people you’re reaching. On a basic level, which demographic category do they fall into. A, B, C1, C2, or D. An industry standard clasification.

Most if not all advertisers go for the ABC1 category as they have a higher level of disposable income and thus are more likely to buy and buy in higher volumes in some cases.

This section highlights the type of audience you’re likely to reach with each medium. Ideal for a side by side medium comparison.

Comparing The Key Statistics of Each Medium

Key statistics is a catch-all category if it doesn’t fall into any of the above categories but is important to consider this is where we mention it.

Normally this is statistics on the number of daily impacts, dwell time or recall for each advertising medium.

This ensures we don’t miss out valuable information key to helping determine which format might be best.

Time To Compare Truck Advertising To Other Mediums

You’ve read how we’ve compiled our guide to medium comparison and why we choose to focus on the areas highlighted above.

To summarise these are; the cost efficiencies of the medium, the advertising area you get for your money, the coverage you can choose, audience demographics and key statistics with each medium.

Now it’s time to see how truck advertising stacks up. Click a format below.

48 Sheet Advertising

96 Sheet Advertising

Tube Advertising

Bus Advertising

TV Advertising

Radio Advertising

Have We Missed Something In Our Medium Comparison?

If you think we’ve missed, overlooked something or think we should add another medium to compare

Get in touch and we’ll happily add to our medium comparison guide.

96 Sheet Billboard

How does Truck Advertising Compare to 96 sheet billboards?

96 sheet billboard advertising is the staple of brands longing for national broadcast advertising campaigns, specifically aimed at raising brand awareness.

With many different mediums and formats, DrivenMedia has put together a quick guide comparing truck advertising to other common formats

In this guide, we compare truck advertising to 96 sheet billboard advertising.

We’ll look at;

  • Cost Efficiencies
  • Advertising Area Size
  • Target Coverage Area
  • Demographics
  • Key stats (Reach and Dwell Time)

Cost Comparison

As you might know, truck advertising is incredibly cost-efficient, having an average CPM of less than £0.75p. If you need a recap on CPM this previous blog post covers this.

96 sheet advertising, on the other hand, has a CPM of £5-7.

This means per pound spent you getting 6-9 times the reach with truck advertising. Your advertising budget goes further with DrivenMedia.

Advertising Area Comparison

Truck advertising is more cost efficient but do you get more space for your money?

With outdoor advertising, you want a big space to maximise the impact your brand has on your audience.

This is something we’ve touched on before in our blog and for an in-depth overview of how we calculated the advertising area for a truck, look at this post.

DrivenMedia’s Trucks have an average advertising area of over 86m.

96 sheet advertising, on the other hand, have a total advertising area of 36m. Billboards are a standard size.

Which means for every truck in your campaign you’d need 2.35 busses. Effectively you get over 150 more space with DrivenMedia.

96 Sheet Billboard advertising

If your interested in seeing how truck advertising compares to other formats, click here. 

Coverage Area

These are two completely different mediums, trucks are mobile and 96 sheet billboards are static.

Trucks can reach a wide geographic area on a daily basis across either a national or regional basis. National campaigns are delivered by HGV trailers and regional by lorries.

Campaigns on trailers travel further, and lorries have more urban reach. Want to find out more Does truck advertising reach urban areas?

Trailer and lorry advertising area

96 sheet billboards are static so the environment depends on where they are located.

Now in order to work out which would be best for your campaign, you need to know who your ideal audience is. Handy that demographics is up next isn’t it!


As we’ve established truck and 96 sheet advertising can reach completely different areas. But as truck advertising is mobile they will overlap.

In general, DrivenMedia can get your brand in front of a young, mobile, mostly male audience from all backgrounds. ABC1 is the demographic category as the Natina,l Travel Survey published by the Department for Transport found that those with higher disposable incomes are more reliant on their cars.

Find out more about the audience DrivenMedia can put you in front off.

Billboards reach the local population and/or commuting traffic.

Truck advertising is high reach / low frequency.

96 sheet advertising is low reach / high frequency.

Key Statistics - Reach and Dwell Time

DrivenMedia put’s your brand in front of a highly receptive audience on their commute. The best way for you to understand the potential of truck advertising is to watch this video.

Why did we film it? 

Truck advertising’s opportunity to see varies based on location, London, M25 is going to be far higher than for example the Hebrides in Scotland. In this case M25/London our campaign delivered over 100,000 impressions and had a dwell time of 111 seconds (just under 2 minutes).

On average we expect your campaign to be seen by 55,000 people on a daily basis with the rear panel having a dwell time on average of 48 seconds.

96 sheet billboards again depend on the location but tend to be in high traffic areas. On average will deliver 50,000 impressions but may have a low dwell time of 3-5 seconds.


In the battle of 96 sheet advertising vs truck advertising, truck advertising has come out on top.

  • Truck advertising has a higher cost efficiency, costing on average £0.75 per thousand people reached.
  • Our trucks also give you 50 advertising space than compared to a bus.
  • DrivenMedia reaches one of the most densely populated road networks in Europe and yet still deliver urban coverage.
  • Truck advertising reaches a more mobile affluent audience.
  • The reach and dwell time of truck advertising is far superior to 96 sheet billboards.

Advertising Area Comparison

How does truck advertising compare to other outdoor advertising formats?

In our last blog post, you found out how much advertising space you get for every fully wrapped truck in your advertising campaign.

Let’s see how this compares to other outdoor advertising formats because 86.24 meters is quite hard to visualise.

  • Bus Advertising

A fully wrapped truck has an advertising area roughly 57 metres squared, which means you need 1.53 bus adverts for every truck advert you had.

Don’t forget your advert on a truck would also cover a much larger area.

  • 96 Sheet Billboard Advertising.

A 96 sheet billboard has an advertising area of 37.18 metres squared, which means you’d need 2.35 96 sheet billboards for every truck.

Each truck side equates to just larger than a 96 sheet billboard.

  • 48 Sheet Billboard

This staple of the outdoor advertising industry has an advertising area of 18.6 metres squared. Which means for every truck in your campaign it equates to 4.7 48 sheet billboards!

  • Tube Elevator Posters

We’re going underground! London Underground or metro elevator posters are quite popular with our customers. With an advertising area of 1.55 meters squared, it means you need 56.39 of these for every truck.

Truck advertising advertising area verses other outdoor formats
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