Out of Home Advertising Down 30.5% in Q4, Down 29% in 2020
Cinema Segment Shuttered for Almost Two Quarters
March 3, 2021 (Washington, DC) – Out of home (OOH) advertising revenue decreased 30.5 percent in the fourth quarter of 2020 compared to the previous year, accounting for $1.47 billion, based on figures released by the Out of Home Advertising Association of America (OAAA). For the year, OOH revenue was down 29 percent, and totaled $6.1 billion.
The top five revenue categories in 2020 included Local Miscellaneous Services & Amusements,Retail, Insurance & Real Estate, Media & Advertising, and Restaurants. Government Politics & Organizations, which was number six in revenue, was the best performing category in comparison to 2019, fueled by a 275 percent increase in OOH political ad spend.
Ranked in order of OOH spending, the top 20 advertisers in 2020 were McDonald's, Apple, Geico, Amazon, HBO, Coca-Cola, Allstate, Anheuser-Busch, Comcast, American Express, Cracker Barrel, Google, Netflix, Dunkin, MillerCoors, Verizon, Facebook, Blue Cross & Blue Shield, Disney, and Universal Pictures.
Over one-quarter of the top 100 OOH advertisers increased their annual OOH spend from 2019, including (ranked in order of percentage increase): Quibi, PayPal, US Census Bureau, Oatly, Political Campaigns - State & Local Offices, AdventHealth, UnitedHealth, DraftKings, iHeartRadio, Wendy's, Jack In The Box, Humana, University of California, Rubenstein Law, Ralphs, Menards Building Supply, Raising Cane's Chicken Fingers, Publix, Allstate, WeatherTech, AHF AIDS HealthCare Foundation, New York City Department Of Health & Mental Hygiene, Love’s Travel Stops & Country Stores, Virginia State Lottery, Ralph Lauren, and Dunkin'.
Twenty-one of the top 100 OOH spenders were technology or direct-to-consumer brands including: Amazon, Apple, AT&T, Comcast, Cox, Dell, DraftKings, Facebook, Google, Hulu, Netflix, Oatly, PayPal, Quibi, Redfin, Samsung, Sprint, T-Mobile, Uber, Verizon, and Zoom.
Due to the nationwide closure of movie theaters for almost one-half of the year, the Cinema segment revenue fell 90 percent. Other place-based locations were similarly impacted by closures or constrained operating conditions such as arenas and stadiums, restaurants and bars, and health clubs.
OAAA issues full industry pro forma revenue estimates that include, but are not limited to, Miller Kaplan and Kantar (which is not adjusted to reflect changes in data sources), and member company affidavits. Revenue estimates include digital and static billboard, street furniture, transit, placebased, 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 $6.1 billion U.S. out of home advertising (OOH) industry, which includes digital out of home (DOOH), and is comprised of billboards, street furniture, transit advertising, and place-based media (including cinema).
OAAA is comprised of 800+ member media companies, advertisers, agencies, ad-tech providers, and suppliers that represent over 90 percent of the industry. OAAA is a unified voice, an authoritative thought leader, and a passionate advocate that protects, unites, and advances OOH advertising in the United States.
OAAA-member media companies donate over $500 million in public service advertising annually. Every year, the industry celebrates and rewards OOH creativity via its renowned OBIE Awards (obieawards.org). For more information, please visit oaaa.org.