• by Paul Gough , March 3, 2004

The outdoor industry showed strong growth in 2003, in contrast to the mostly downbeat results for some of its competitors--spot TV, radio, and print.

Outdoor industry revenues rose to $5.5 billion in 2003 compared to $5.2 billion tallied in 2002, according to data released by the Outdoor Advertising Association of America. Spending in the top 10 categories-- which represent a little more than 80 percent of revenues--rose from $4.1 billion in 2002 to $4.4 billion in 2003.

Industry revenues in 2001 and 2002 were mostly flat, with one year up slightly and the other year down slightly.

In the fourth quarter, revenues rose 5.7 percent to $1.4 billion compared to 2002. The top 10 categories represented 81 percent of spending, and rose from $928.3 million in the fourth quarter of 2002 to $1.1 billion a year later.

Wednesday's data mirrored what has been previously released by three of the biggest players in the outdoor industry, media conglomerates Clear Channel Communications and Viacom along with pure-play Lamar Advertising. All reported strong increases in their outdoor businesses, even if the radio divisions of both Clear Channel and Viacom showed declines in the quarter and the year.

Clear Channel's annual outdoor revenues rose by double digits, from $1.8 billion in 2002 to $2.1 billion in 2003. Clear Channel's bulletin business, which represents about 60 percent of revenue, saw significant increases in year-over-year increases in rates and occupancy. Double-digit fourth-quarter growth came primarily from posters, however. Top categories for Clear Channel's outdoor business were business/consumer services, automotive, and entertainment. Strong markets were New York, San Francisco, and Miami.

Viacom's outdoor revenues rose from $1.6 billion in 2002 to $1.7 billion in 2003, led by a fourth-quarter increase in bulletins but a decline in the U.S. transit business. Lamar's revenues rose from $775.7 million in 2002 to $810.1 million in 2003.