Know-How Exchange : Advertising/PR

It very much depends on the demographic stats of each respective medium. You need to match up according to your demogrphics and target audience.

Many companies have varying degrees of listeners (radio), traffic (billboards), etc. You should ask the company BEFORE releasing your demographics to them. Why? For the same reason you don't ever tell a car salesman how much you want to pay per month for a new car...they will find a way to make it look good to you, but in the long run, you get the short end of the stick.

They should have information regarding age, gender, shear volume of traffic, income levels based on studies and the location of the billboards/radio stations, etc.

Tell them you are interested and would like to see their demographics before making a decision. Once you find the right match, start negotiating price, frequency, etc.

I hope this helps!

-Blaine