FOR IMMEDIATE RELEASE
September 14, 2005

Outdoor Advertising Revenue Soars 10.2% in Second Quarter

Washington, D.C. ­ The outdoor advertising industry posted $1.8 billion in revenue at the close of the year’s second quarter. This indicates a greater than anticipated increase of 10.2% over the same period a year ago and signals acceleration of a growth trend that has been steadily increasing over the past two years. Industry revenue for the first six months of 2005 was $3.2 billion, representing a 7.0% increase from January through June. (Click here for PDF charts).

“The outdoor advertising industry continues its growth at a faster pace than originally projected,” said Stephen Freitas, chief marketing officer for the Outdoor Advertising Association of America (OAAA). “We believe that the outdoor advertising industry’s robust growth is due in large part to technological advances that have made the medium more attractive to advertisers looking for media channels unaffected by the rise of on-demand programming and content.”

Over the first six months of the year, there was unprecedented growth in the Communications category, which rose an astounding 57.8% due to anticipated mergers and aggressive competition in the telecom sector. Other considerable gains were in the Insurance & Real Estate category, which increased 31.1% as home sales continued to soar, and the Media & Advertising category which grew 33.7%. Other growth categories included Retail, which was up 7%, The Automotive & Accessories category held at a 1.4% gain.

High gas prices may have affected the performance of the automotive and travel categories. The Automotive Dealers & Services category was down 18.3%, and Public Transportation, Hotels & Resorts and Restaurant categories were down 6.4% and 12.2%, respectively. The Local Services & Amusement and Financial categories had slight losses at 1.5% and 4.4%, respectively.

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 is the 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 1,100 member companies generate $5.8 billion annually in ad revenues, representing more than 90% of industry income, and donate space to charitable organizations in excess of $350 million each year.

OAAA (Outdoor Advertising Assoc. of America)
1850 M Street, N.W. • Suite 1040
Washington, D.C. 20036
Phone: (202) 833-5566
Fax: (202) 833-1522
Website URL: www.oaaa.org