U.S. out-of-home ad spending totaled $2.62 billion in the
second quarter, approaching the record $2.69 billion it set in the same quarter in 2019, and essentially recovering from the ad recession that began in the second quarter of 2020 caused by the
COVID-19 pandemic, according to estimates released this morning by the Out-of-Home Advertising Association of America (OAAA).
"This is a watershed moment," OAAA CEO Anna Bager said in a
statement, asserting "we are in a good position to continue this momentum, despite any economic headwinds.”
Total out-of-home ad spending during the quarter rose 29% over the same
quarter last year, and growth was led by double-digit gains from eight of the medium's top-ten advertising categories, especially public transportation, hotels and resorts, which surged 56% vs.
the same quarter last year.
Digital out-of-home continued to outpace the overall medium's growth, rising 37% in the quarter, although static billboard and street furniture also grew at
double-digit increases.
"Transit and place-based categories rose triple digits reflecting a strong pandemic recovery," the OAAA said.
Ranked in order
of spending, the top 10 out-of-home advertisers in the second quarter were McDonald’s, Apple, Geico, Universal Pictures, Anheuser-Busch, American Express, Amazon, HBO, Dunkin', and
T-Mobile.
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