“The outdoor industry remains one of the fastest growing traditional media segments,” said Stephen Freitas, chief marketing officer for the Outdoor Advertising Association of America. “Since 2005, industry revenue has consistently increased 8% each year and the trend has continued through the second quarter of this year.”

Outdoor media performance was up in seven of the top ten advertising categories for the second quarter of this year. Once again, the Communications Category posted the largest gain, up 38.5% due to the constant introduction of new telecommunications products and services. The Automotive Accessories & Equipment Category grew by 17.3% over the same time period last year while the Automotive Dealers & Services Category was up 5.9% for the quarter.

The Insurance and Real Estate Category increased 13.1% over the second quarter of 2006, a category stimulated by builders eager to compete in a slowing housing market. As is customary, the greatest spending was in the Misc. Services and Amusements Category which grew 8.2%. The Media & Advertising Category was up 1.5% and the Public Transportation, Hotels, and Resorts Category was flat.

The 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 nearly 1,000 OAAA member companies generate more than $6.8 billion annually in ad revenues, representing more than 90% of industry income, and donate space to charitable organizations in excess of $390 million each year.

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OAAA issues full industry revenue estimates that include, but are not limited to, Miller Kaplan, TNS data on outdoor, member company affidavits, and media statistics based on a mix of recognized nationally syndicated data sources.

Outdoor Advertising Association of America (OAAA)
Washington, DC
E-Mail: awalsh@oaaa.org
Website URL: www.oaaa.org