Most Fans Recall Seeing Ads & Take Action
OOH advertising is proving to be one of the most powerful tools in sports marketing, according to new research from OAAA and The Harris Poll, by fueling stadium turnouts, sparking social conversations, and driving citywide economic impact.
The findings reveal that sports fans are not only noticing OOH ads but also acting on them. Nearly 6 in 10 US adults recall recently seeing an OOH ad for a major sporting event, and of those, 90% took real-world action, whether by watching the game, talking about it with friends, or engaging on social media.
Perhaps most striking, 99% of fans who attended a game following OOH ad exposure spent money locally, underscoring the medium’s role in driving economic impact for host cities through hotels, restaurants, and transportation.
The research shows how sports audiences are primed for action when they encounter OOH ads, including the generation of both high recall and immediate action steps – from social engagement to ticket purchases and event attendance.
Key Findings
- Fans act, and they post about it: Among those who see sports OOH ads, 90% take action and 61% engage on social media. Humor and star power features are leading reasons for posting.
- Local economic driver: Nearly every fan who attended a game after seeing an OOH ad spent money locally, highlighting the channel’s measurable impact on host city economies.
- Practical messaging resonates: Fans most value ad content on event schedules, ticketing, and program event viewing options in OOH ads, showing the medium’s role as a planning tool in addition to brand building.
- World Cup momentum: With the 2026 FIFA World Cup approaching, 62% of U.S. adults say they want to see OOH ads connected to the tournament. Nearly all those interested say these types of OOH ads would make them take further action, and 96% would look up more information, discuss it with friends, or engage on social media.
Why It Matters
OOH has long been a fixture of the live sports experience, from stadium signage to citywide billboards. This research shows its influence now extends far beyond the venue. Sports OOH is building fan excitement, amplifying social buzz, and driving measurable local economic impact.
With nearly two-thirds of U.S. adults eager to engage with OOH campaigns tied to the 2026 FIFA World Cup, advertisers, leagues, and sponsors have a clear opportunity to reach fans in the moments that matter most.
As fans gear up for the biggest sporting moments, OOH is not just building awareness. It is sparking conversations, driving ticket sales, and boosting local economies.
Look for OAAA’s Fall Legal Report in early October to understand how you can legally feature your clients in conjunction with key sporting events such as The Super Bowl, The World Cup and The Olympics.
Source: The Harris Poll
Published: September 17, 2025