What does an average roadside out of home company in the US look like? Billboard Insider has 467 roadside billboard companies in its database. Most of them are Billboard Insider subscribers. Here’s what we’ve learned about the average independent roadside out of home company.
The average roadside out of home company owns 70 faces
We have 467 roadside out of home companies in our database. The median number of faces is 70.
The average roadside out of home company owns 8 digital billboard faces.
Three-quarters US out of home companies own digital billboards. 324 of the 467 US out of home companies in our database own digital billboards. The median number of digital display faces is 8.
Occupancy rates are above 80%.
The billboard industry has a rule of thumb which 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 January 2026 poll on occupancy rates.
Revenues are growing in excess of 5%/year.
Look at the results of our 2025 readers poll revenue growth. 84% of Billboard Insider readers report revenue growth in excess of 5% last year. 44% of Billboard Insider readers had growth in excess of 10%. 18% of Billboard Insider readers had growth in excess of 20%!
Lease costs are 20% or less as a percent of revenue
74% of our readers have lease costs less than or equal to 20% of revenues.
Debt financing grows the business.
88% of our readers use debt financing to help grow their business. 12% don’t.
No outside partners.
A majority of our readers fund their company by themselves. Very few readers use outside equity from accredited investors or equity funds.
What would you like to know about independent out of home companies. Email davewestburg@billboardinsider.com and we’ll run a poll or article
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