Billboard Insider’s readers do a good job keeping occupancy high.  The billboard industry has a rule of thumb which says that occupancy (sold billboard faces/total billboard faces) should be 80%.  6 out of 10 Billboard readers have an occupancy rate in excess of the industry rule of thumb.   Here are the results of Billboard Insider’s readers poll on occupancy rates.

An out of home exec makes the point that occupancy can be difficult to calculate in a “cabin market”

We have several markets where its cabin traffic in our Northern State.   Its 100% sold in the summer and more like 60% in the winter due to the town having less people coming and going. We try to get people to buy year-round or charge a premium for the 6 month “nice weather” months. In our more metro markets we don’t have those types of swings and the occupancy rate is smoother.

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