FOR IMMEDIATE RELEASE
December 13, 2006

Out of Home Ad Revenue Grows 8.6% Through Third Quarter of 2006

Washington, DC ­ Out of home advertising industry revenue grew 8.6% through the first three quarters of the year, accounting for $5.1 billion in total spending, which is up from $4.7 billion for the same period a year ago.

“The industry’s growth has been stellar with revenue increases above 8.0% all year which is ahead of most ad segments, and well above overall ad business growth,” said Stephen Freitas, chief marketing officer for the Outdoor Advertising Association of America. “Out of home remains the second fastest growing ad segment behind the Internet.”

Out of home media performance was up in seven of the top 10 advertising categories for the first nine months of the year. The Local Services & Amusements category was the fastest growing segment with gains of 27.4% and represented the largest dollar volume reported for any category. The increase was due to strong local business advertising.

The Insurance and Real Estate category grew substantially with a 25.4% increase over the previous year despite sluggish home sales. The Communications category grew nearly as fast with a 24.9% increase over the previous year.

The Public Transportation, Hotels, and Resorts category grew 15.1% while the Retail category was up 7.3% in anticipation of the holiday season. The Restaurants category grew by 7.0% and the Financial category grew 3.8%. The Automotive Dealers & Services category was flat at -0.6% and the Automotive Accessories category declined by -7.8%. The largest decline was in the Media & Advertising category that was down - 8.7% due most likely to a lighter summer film release schedule.

The OAAA is the largest trade association representing the out of home advertising industry. It is dedicated to leading and uniting a responsible out of home 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 $6.5 billion annually in ad revenues, representing more than 90% of industry income, and donate space to charitable organizations in excess of $400 million each year.

OAAA (Outdoor Advertising Assoc. of America)
1850 M Street, NW Suite 1040
Washington, DC 20036
Phone: 202-833-5566
Website URL: www.oaaa.org