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Out of Home Revenue Down 18% in Second Quarter 2009

Date: September 08, 2009

Summary:
Out of home advertising industry revenue fell 18 percent in the second quarter of 2009, accounting for $1.82 billion.

Body:

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

For Immediate Release – September 8, 2009
Out of Home Revenue Down 18% in Second Quarter 2009

(Washington) – Out of home advertising industry revenue fell 18 percent in the second quarter of 2009, accounting for $1.82 billion. The decline is consistent with first quarter numbers and is an indication industry revenues may be stabilizing. When compared to a record Q2 in 2008, the revenue figures indicate Q2 2009 was slightly better than some may have expected.

“The outdoor advertising industry is in fine shape, despite this down quarter,” said OAAA President and CEO Nancy Fletcher. “Virtually every media is struggling with the economic downturn. Because the fundamentals of the outdoor advertising industry – things like geographic targeting, low CPMs, high reach and frequency – remain solid, the industry will be able to ride out this economic storm.”

Fletcher explained the industry typically recovers from a recession faster and with more market share than other media.

“If you look at the historical data, outdoor advertising holds its own in a recession,” said Fletcher. “The industry typically doesn’t fall as far and when the economy rebounds, outdoor advertising bounces higher.”

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 1,000 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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