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Out of Home Revenue Down 7.9% in Fourth Quarter 2009

Date: March 12, 2010

Summary:
Out of home advertising industry revenue fell 7.9 percent in the fourth quarter of 2009 compared to the same period in 2008, accounting for approximately $1.4 billion. The decline is far less than the declines in the previous three quarters, indicating returning strength in the industry.

Body:

Contact: Jeff Golimowski
(202) 833-5566
jgolimowski@oaaa.org
 
For Immediate Release – March 12, 2010
 
Out of Home Revenue Down 7.9% in Fourth Quarter 2009

(Washington) – Out of home advertising industry revenue fell 7.9 percent in the fourth quarter of 2009 compared to the same period in 2008, accounting for approximately $1.4 billion. The decline is far less than the declines in the previous three quarters, indicating returning strength in the industry.

“The worst should be behind us, in terms of this recession,” said OAAA President and CEO Nancy Fletcher. “Advertisers are clearly recognizing out of home provides great value and effectiveness at a low cost relative to other media. That recognition will serve out of home well in the coming months.”

For the year, out of home revenue was down 15.6 percent from 2008, totaling $5.9 billion.

“It’s important to understand 2008 was very strong for outdoor advertising revenue,” said Fletcher. “And that was after the recession had already begun. Out of home has weathered this storm well and the industry has done all the right things to position itself for increased market share in 2010. It has invested in technology and metrics, making the product even better.”

OAAA issues full industry revenue estimates that include, but are not limited to, Miller Kaplan and Kantar Media 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 800 OAAA member companies generate $5.9 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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