Media are an integral part of people’s life and everyday activities. The media impact is the most powerful in large urban environments where ”street“ (Outdoor) media virtually become a part of street art, while streets look like galleries in which exhibits are changed every week. Communication by means of Outdoor media touches and affects all inhabitants, regardless of their lifestyle.

In order to find out how lifestyles reflect on the perception of media in general, especially the perception of Outdoor advertising, we have conducted a research in cooperation with Ipsos Strategic and have come to interesting results and data that we are going to present in the following text.