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FOR IMMEDIATE RELEASE
Outdoor Ad Revenue Outperforms 2004 Predictions
Washington, D.C. Outdoor advertising industry revenue rose
more than expected year to date with a 6.5% increase for the first nine months, and a
3.6% increase for the third quarter.
“The industry’s growth is accelerating and we expect that trend to continue through the
end of 2004,” said Stephen Freitas, chief marketing officer for the Outdoor Advertising
Association of America.
Outdoor media performance was up in seven of the top ten advertising categories for the
first nine months of the year. The most significant growth came in the Government,
Politics and Organizations category with a substantial 42% rise due to political spending
for the November elections. The rise moved Government, Politics and Organizations
onto the top ten advertising categories list for the first time, knocking the Beer & Wine
category off the list.
The Insurance and Real Estate category continued its strong growth with a 27%
increase due to additional advertising of low interest mortgage rates. The Media and
Advertising category was up almost 14% as television stations promoted their fall lineups.
The Automotive Dealer & Services category was up 11% as a result of the fall
launch of new car designs. The largest spending was in the Local Services &
Amusement category which grew 9%.
The OAAA is the largest trade association representing the outdoor advertising industry.
It is dedicated to leading and uniting a responsible outdoor advertising industry that is
committed to serving the needs of consumers, advertisers and the public. The OAAA’s
nearly 1,000 member companies generate more than $5 billion annually in ad revenues,
representing more than 90% of industry income, and donate space to charitable
organizations in excess of $300 million each year.
The OAAA issues full industry revenue estimates that include, but are not limited to, CMR’s data
on billboards, member company affidavits, and media projections based on a mix of recognized
national syndicated data sources.
OAAA
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