Out of Home Advertising Down 31% in Q1 2021
Billboards Lead OOH Recovery and Over Half of Top 100 OOH advertisers More Than Doubled Spend
May 21, 2021 (Washington, DC) – Out of home (OOH) advertising revenue decreased 31 percent in the first quarter of 2021 compared to the previous year, accounting for $1.28 billion, based on figures released by the Out of Home Advertising Association of America (OAAA). The billboard category was the strongest performing with a decline of 13 percent.
The top five revenue categories in the third quarter included Local Miscellaneous Services & Amusements, Retail, Restaurants, Insurance & Real Estate, and Media & Advertising. In a sign of the reopening of the US economy Restaurants were the strongest recovering category, down just 5.8% from the first quarter of 2020.
Ranked in order of OOH spending, the top 10 advertisers in the first quarter were McDonald’s, Apple, Allstate, Geico, Amazon, Netflix, Coca-Cola, Cracker Barrel, HBO, and T-Mobile.
Over half of the top 100 OOH advertisers increased their OOH spend from Q1 2020, and 17 of these advertisers more than doubled their spend including (ranked in order of percentage increase): ClickUp, PayPal, Bank of America, DoorDash, Cartier, Discovery Federal Credit Union, The Fresh Market, Farmers Insurance, Brown-Forman, FanDuel, CSL Plasma, BetMGM, Uber, At Home, DraftKings, Lidl, and the Florida Department of Transportation.
One-fifth of the top 100 OOH spenders were technology or direct-to-consumer brands including: Amazon, Apple, AT&T, BetMGM, Carvana, ClickUp, Comcast, Cox, DoorDash, DraftKings, FanDuel, Google, GrubHub, Hulu, Netflix, PayPal, T-Mobile, Uber, Verizon, and WeatherTech.
With most entertainment and sports venues, and movie theaters still operating at levels substantially below capacity, the place-based segment was down over 80 percent.
OAAA issues full industry pro forma revenue estimates that include, but are not limited to, Miller Kaplan and Kantar Media (which is not adjusted to reflect changes in data sources), and member company affidavits. Revenue estimates include digital and static billboard, street furniture, transit, place-based, and cinema advertising.
For more information about specific category spend, please contact Steve Nicklin at firstname.lastname@example.org or (202) 833-5566.
The Out of Home Advertising Association of America (OAAA) is the national trade association for the entire out of home (OOH) advertising industry. OAAA represents more than 800 members, including leading media companies, advertisers, agencies, ad-tech providers, and suppliers which comprise over 90 percent of the industry. OOH media includes billboards, street furniture, transit, place-based media, and digital formats (DOOH) across every sector of the channel. OAAA is the unifying voice for the industry, the authoritative thought leader, and the passionate advocate for advancing OOH advertising in the United States. The legislative unit of OAAA advocates for the responsible growth of OOH with federal, state, and local government. OAAA-member media companies generously donate over $500 million in public service advertising annually. Founded in 1891, OAAA is headquartered in Washington, DC with offices in New York City. For more information, please visit oaaa.org.