Outdoor adspend slipped only 0.8% last year to $5.2 billion (€5.9bn; £3.7bn), according to the Outdoor Advertising Association of America.
The figures show outdoor held up comparatively well, considering that total ad revenues across all sectors are estimated to have fallen 9.8%.
Explained OAAA chief marketing officer Stephen Freitas: “Among the reasons for the resiliency of outdoor in a down market are the clear advantages it offers in pricing, innovation and market penetration.”
However, adspend levels varied considerably between advertiser categories. Local services and amusements, the sector spending the most on outdoor ads, saw a 7.7% reduction in expenditure on the medium; second-placed public transport/hotels/resorts was up 15.4%; while number-three category retail slid 5%. There were also rises of over 11% in the insurance/real estate and financial sectors.
The OAAA expects “modest gains” this year, with Q4 showing the sharpest rises.
Data sourced from: MediaWeek.com (USA); additional content by WARC staff