Guideline’s Standard Media Index, which measures actual agency invoicing data showed large declines in August OOH ad spend.  Here’s the press release. 

With a summer reduction in OOH activity, OOH share of ad spend revenue saw an 18% decline in August YoY. Traditional media as a whole saw double-digit declines as well (similar to Q1 2023) down 10% YOY in August 2023, with Radio, Magazine, and Newspapers down 23%, 13%, and 38%, respectively.

This is according to the latest numbers from Guideline’s Standard Media Index (SMI) which captures  actual agency invoicing data from all major holding companies and most major independents. 

Billboard Insider was startled by the size of the drop.  We reached out to Darrick Li, Guideline’s VP – North America Media Owners and he said this:

While this drop in outdoor ad spending is drastic, it’s not actually a signal of permanent or long-term decline. In fact, according to Guideline’s ad spend pool, ad spend YTD in 2023 (from January to August) is only down a mere -1% – and May and July saw seasonally higher OOH ad spend. Worth noting, however, is the continued rise of programmatic digital out of home (pDOOH). If more spend is being invested in that channel, we’d likely see a shift away from the more traditional OOH formats, whether that’s static or digital.

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