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Out of Home Revenue Down 17.2% in Third Quarter 2009

Date: December 10, 2009

Summary:
Out of home advertising industry revenue fell 17.2 percent in the third quarter of 2009 compared to the third quarter of 2008, accounting for $1.34 billion. The decline is slightly less than that of the first and second quarters and could indicate stabilization in the outdoor advertising market.

Body:

Contact: Jeff Golimowski
(202) 833-5566
jgolimowski@oaaa.org

For Immediate Release – December 10, 2009

Out of Home Revenue Down 17.2% in Third Quarter 2009

(Washington) – Out of home advertising industry revenue fell 17.2 percent in the third quarter of 2009 compared to the third quarter of 2008, accounting for $1.34 billion. The decline is slightly less than that of the first and second quarters and could indicate stabilization in the outdoor advertising market.

“We believe it is likely the outdoor advertising market has hit bottom in terms of this recession,” said OAAA President and CEO Nancy Fletcher. “The industry is seeing signs that local business, the heart and soul of outdoor advertising, is picking up again. These are all positive indicators – we believe we can see the light at the end of the tunnel.”

Fletcher explained outdoor advertising is particularly well positioned to benefit from the coming economic rebound.

“While other media was going into the bunker, outdoor advertising was investing in itself,” said Fletcher. “Better measurement, a more attractive and environmentally friendly product, and the continued roll out of digital platforms have all put outdoor advertising at the forefront of innovation. The future of out of home is bright.”

OAAA issues full industry revenue estimates that include, but are not limited to, Miller Kaplan, TNS data on out of home, member company affidavits, and media projections based on a mix of recognized nationally syndicated data sources. Revenue estimates include billboard, street furniture, transit, and alternative out of home media spending.

For more information about specific advertising categories, click here.

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OAAA is the trade association representing the outdoor advertising industry. It is dedicated to leading and uniting a responsible outdoor advertising industry that is committed to serving the needs of consumers, advertisers, and the public. The nearly 900 OAAA member companies generate $7.0 billion annually in ad revenues, representing more than 90% of industry income, and donate space to charitable organizations in excess of $400 million each year.

 

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