Out of Home Advertising Down 36% in Q3 2020, Down 28.5% YTD



November 19, 2020 (Washington, DC) – Out of home (OOH) advertising revenue decreased 36 percent in the third quarter of 2020 compared to the previous year, accounting for $1.27 billion, based on figures released by the Out of Home Advertising Association of America (OAAA). For the first three quarters of the year, OOH revenue is down 28.5 percent, and totals $4.6 billion.

The top five revenue categories in the third quarter included Local Miscellaneous Services & Amusements, Retail, Insurance & Real Estate, Restaurants, and Government Politics & Organizations. Within the Government Politics & Organizations category, OOH political spend was up 120 percent over the third quarter of 2019.   

Ranked in order of OOH spending, the top 10 advertisers in the first quarter were Geico, McDonald’s, Apple, Allstate, Anheuser Busch, HBO, Amazon, MillerCoors, Cracker Barrel, and Verizon.

Forty of the top 100 OOH advertisers increased their OOH spend from Q3 2019, and fourteen of these advertisers more than doubled their spend including (ranked in order of percentage increase): Quibi, TripAdvisor, Vonage, PayPal, Oatly, WeWork, Boston Beer, Sly Fox Restaurant, Proximo Spirits Store, New York City Health & Hospitals Corporation, AdventHealth, FanDuel, Lerner & Rowe Attorneys, and Russ Brown Attorney.

Twenty percent of the top 100 OOH spenders were technology or direct-to-consumer brands including: Amazon, Apple, Comcast, Cox, Dell, DoorDash, DraftKings, Facebook, FanDuel, Google, Hulu, Netflix, PayPal, Quibi, Samsung, T-Mobile, TripAdvisor, Verizon, Vonage, and WeWork.

Due to the nationwide closure of movie theaters, there was no cinema ad spend reported again in the third quarter. 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 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 [email protected] or (202) 833-5566.

The Out of Home Advertising Association of America (OAAA) is the national trade association for the  US 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).

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.