How effective are religious and political billboards?

On a recent long drive, I noticed two additional types of billboards compared to the typical ones selling good and/or services: religious billboards and political billboards. These do not comprise a majority of billboards in my observations – or even a significant minority – but there were at least a few. Such efforts raise several questions for me:

Photo by Taras Makarenko on Pexels.com
  1. Do religious and political billboards reach a large audience compared to other forms of media advertising? Compared to some other forms of advertising, the audience along the road might be more known: traffic counts are known and drivers who use a particular road or go through a particular location are a particular group. This may be more targeted advertising with a known number of daily viewers.
  2. Do people seeing religious or political billboards respond to them similarly or differently compared to commercial billboards? The medium of a billboard requires a fairly simple message as people go by them at a high speed. An image or two and limited text are possible. People are used to commercial appeals. So, does anything change if a Bible verse is on a sign? I know there is a religious marketplace in the United States but does a billboard encourage more religiosity? Or, does an image of a politician and a short statement catch people’s attention? Are these just like other billboards, or, because religion and politics can be personal and contentious, do they provoke more engagement or more turning away?
  3. My bigger question about billboards and all forms of advertising: how much does it influence behavior? I saw these billboards, they caused me to think a little and I am blogging about the concept here, and any other ongoing influence is hard to ascertain. In my lifetime, I have seen thousands of billboards, just as I have likely seen hundreds of thousands of advertisements in other forms. I know they influence people but it is hard to connect the dots between billboards and change.

I will keep looking for and reading more unusual billboards. At the least, they help break up a long drive.

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