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Out of Home Advertising Revenue up 4.1% in 2010

Date: February 24, 2011


Contact: Nicole Hayes
(202) 833-5566
For Immediate Release – February 24, 2011
Out of Home Advertising Revenue up 4.1% in 2010 
 Revenue Growth Highlights Industry’s Steady Recovery

(Washington) – Out of home advertising revenue rose 4.1 percent in 2010, accounting for more than $6.1 billion, according to the Outdoor Advertising Association of America (OAAA). The added returns this year over last is in line with the industry’s steady recovery since late 2009.

Revenue rose 6.5 percent in the last quarter of 2010 compared to the same time period in 2009. The industry has seen steady positive year over year revenue growth since the second quarter of 2010.
“2010 was a positive year for the out of home advertising industry,” said OAAA President & CEO Nancy Fletcher. “The industry held strong through the recession and is now in a position to embrace financial stability and new opportunities head on.”

Most industries increased outdoor advertising expenditures in 2010, but media and the financial and government sectors recorded the most growth.

“The financial sector continues to have gains across the board,” said OAAA Chief Marketing Officer Stephen Freitas. “Financial institutions realized the value of outdoor advertising in a down environment and are sure to continue leveraging the out of home market to ensure continued success.”

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, alternative, and cinema advertising, as well as digital platforms for advertising spending.

For more information on specific categories, click here.

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OAAA is the trade association for nearly 800 outdoor advertising companies which make up 90 percent of the industry’s revenue. It is dedicated to leading and uniting a responsible outdoor advertising industry that is committed to serving the needs of advertisers, consumers, and communities. Outdoor advertising companies generate $6.1 billion annually in ad revenues and donate space to charitable organizations in excess of $400 million each year.


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