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Outdoor Advertising Expected to Post Gains in 2001

 January – September Numbers Show 2.5% Increase Over 2000

Washington, DC (December 13, 2001)

Figures released today by the Outdoor Advertising Association of America (OAAA) show 3rd quarter revenues up 1% over a year ago, despite a weakened economy and the aftermath of September 11th tragedies.  Net performance of the industry is up 2.5% versus January - September 2000 with total revenues for 2001 expected to top $5.3 billion, up 2% over 2000.

For 3rd quarter, the Financial Services segment continued strong as did Telecommunications and Transportation, and Hotels & Resorts.  Both Automotive and Local Services & Amusements categories also held steady.  It should be noted that a reclassification of the components in the Local Services category produced a net decline for 3rd quarter, thus not permitting a like to like comparative.

While outdoor is a highly effective local media, big name brands are also finding it especially effective, as illustrated by AOL Time Warner, McDonald’s, General Motors, Nextel and the Gap all showing up in outdoor’s top ten brands for 3rd quarter ’01.

In an environment of uncertainty, outdoor offers practical solutions for advertisers seeking to create lasting impressions without depleting media resources.  The myriad of outdoor media formats combined with technological advances that allow for quick turnaround put outdoor at favorable advantage over more expensive outlets requiring greater lead time.

 

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