Last week we asked Billboard Insider readers what the strengths and risks are of the out of home business.  Here are the results of our poll.  44% of Billboard Insider readers think that barriers to entry (e.g. difficult permitting and restrictive sign codes) are the biggest strength of the out of home business. and 40% of our readers think the biggest strength of out of home is that it’s a simple business with high margins.

34% of our readers think that the biggest risk of out of home is lease renewals.  26% of our readers think the biggest risk of out of home is the cyclicality of revenues.  We are surprised that cyclicality wasn’t the biggest risk to our readers.  We’ve lived through the 2009 recession when homebuilders and real estate agents disappeared from billboards and the industry didn’t fully recover for two years.  We’ve also seen the short, sharp drop in revenues during covid.  Lease renewals can be an issue but usually not for more than a board or two a year.  When a recession hits all your boards are impacted.

What do you think of these results?  Email davewestburg@billboardinsider.com with your thoughts or use the comment box below.

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