Outdoor ad revenue sustains healthy growth

That amount indicates a 5 percent increase over first quarter 2003, and sustains the healthy growth trend that has been consistent throughout the past 12 months.

“The outdoor industry has enjoyed steady growth of approximately 5 percent for several quarters,” said Stephen Freitas, chief marketing officer for the association, in the release. “Because outdoor media remained resilient during the ad industry recession of 2002, these gains are particularly significant as they indicate real industry growth rather than the market recovery other sectors are now experiencing.”

There was significant growth in the insurance and real estate category, which grew 32.5 percent compared to 2003, reflecting the low interest rates that have continued to make the home buying market strong.

There also were strong advances in the local services and amusements category which was up 10.8 percent, and the automotive, auto accessories and equipment category, which grew 9.3 percent. Modest growth of 6.8 percent was posted in the financial category. Telecommunications grew by 6.1 percent, restaurants by 4.1 percent and automotive dealers and services by 2 percent.

The biggest decrease was in the media and advertising category, which was down 11.1 percent. Other categories that experienced decreases were public transportation, hotels and resorts (4.1 percent) and retail (0.9 percent).

The Outdoor Advertising Association of America represents the outdoor advertising industry and nearly 1,100 member companies. The association’s member companies generate more than $5.5 billion annually in ad revenues, representing more than 90 percent of industry income.

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