While out-of-home sports ads have long been a staple of stadium signage, a new study from Stagwell’s Harris Poll concludes the impact of such ads extends well beyond venues, building fan excitement, amplifying social buzz and driving local spending. 

The study was commissioned by the Out-of-Home Advertising Association of America and conducted in August among 2,000+ adults 18+. 

The study found that 59% of adults recall recently seeing OOH ads for major sporting events, with the highest recall among men, Gen Z and urban residents. 

And 86% of those polled say some element makes OOH sporting ads memorable with humor being the top driver. Star athletes and “bold visuals” also make such ads stand out. 

Ninety percent of those who recall an OOH sports ad said they took action, including 61% who said they responded on social media; 42% said they watched the event (or related content); and the same percentage said they discussed the event.  

Ninety-nine percent of those who attended an event after seeing an OOH ad for it spent money locally with two-thirds spending a “significant” amount. 

As to messaging, respondents said they wanted to learn about upcoming games (35%), viewing options (29%), ticket availability (28%) and star player appearances (25%). 

The survey also asked a series of questions related to next year’s FIFA World Cup, which will be held in North America. Last month, the OAAA reported that FIFA is already spending big in the medium – over $5 million in the second quarter to promote the upcoming tournament.     

Sixty-two percent of those polled indicated an interest in seeing OOH ads for the tournament, including 58% residing outside of host World Cup markets.  

According to OAAA president and CEO Anna Bager, what stood out in the research was “the combination of high recall and immediate action steps... OOH doesn’t just sell tickets. It fuels the entire sports economy.”