Out of home advertising revenue rose 4.1 percent in 2010, accounting for more than $6.1 billion, according to the Washington-based Outdoor Advertising Association of America (OAAA). The added returns this year over last is in line with the industry’s steady recovery since late 2009.
Revenue rose 6.5 percent in the last quarter of 2010 compared to the same time period in 2009. The industry has seen steady positive year over year revenue growth since the second quarter of 2010.
“2010 was a positive year for the out of home advertising industry,” says OAAA president and CEO Nancy Fletcher. “The industry held strong through the recession and is now in a position to embrace financial stability and new opportunities head on.”
Most industries increased outdoor advertising expenditures in 2010, but media and the financial and government sectors recorded the most growth.
OAAA issues full industry revenue estimates that include, but are not limited to, Miller Kaplan and Kantar Media data on out of home, member company affidavits, and media projections based on a mix of recognized nationally syndicated data sources. Revenue estimates include billboard, street furniture, transit, alternative, and cinema advertising, as well as digital platforms for advertising spending.