Comparing the Out of Home Revenue Forecasts

Here’s a comparison of the US out of home revenue forecasts.  The Group M and Magna forecasts came out this week.  Billboard Insider and Signvalue made forecasts in March 2020.

Insider asked Paul Wright, the most optimistic of the forecasters if his opinion has changed since March and he said this:  “We were really hopeful that the virus curve would be flattened with masks, distancing, hand washing and a change in the weather, but few of these are gaining much traction.  The top (densely populated) media markets of New York, Los Angeles and Chicago are more dependent on national advertisers and are having the biggest negative effect on national revenue forecasts.  Our clients in smaller markets are not reporting the same dramatic revenue declines.  Our revised projection is for a 12% decline in 2020 revenue, but it is trending downward.  There is not much visibility on the horizon, so we don’t expect to see the road clearly until February 2021 when most respiratory tests are historically done according to the CDC.  Our current outlook for 2021 is a revenue decline of 3%.  We are advising clients to hang on tight, it could be a bumpy ride but we’ll get through it!”

What’s your forecast for US out of home revenues for 2020 and 2021?  Let Insider know using the form below.

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