The OAAA tracks out of home revenues by sector.  OAAA members can see the figures at OOH Revenue by Format.  Some Billboard Insider observations on the data.

Billboards, Billboards, Billboards.

The roadside billboard industry accounted for 74% of US out of home revenue during the first 9 most of 2024 followed by Transit (16%), Place-based (6%) and Street Furniture (5%).

Transit growing fast during 2024

Transit revenues have grown three times as fast as billboard revenues during the first 9 months of 2024 as transit ridership continues to rebound from covid.  There’s still some ground to make up but the trend is in the right direction.  No so for place based.

US Out of home Sector Performance year to date 2024 versus year to date 2023

Place-based continues to struggle

Roadside billboards are 19% above where they were pre-covid.  Transit is 7% below pre-covid but recovering fast.  Place based is struggling because US office occupany dropped during covid and has yet to recover.  Place based revenues declined 1.8% during the first 9 months of 2024 and are 46% below pre-covid levels.

US Out of home sector year to date 2024 versus year to date 2019 (pre-covid)

We’d like to hear from those of you who are in the street furniture and placed-based businesses.  What trends are you seeing and what have you done to adjust?  Email davewestburg@billboardinsider.com and we’ll run a followup article.

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