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Outdoor Ad Rev Continues to Grow

Outdoor advertising industry revenue increased in the first three months of 2006, accounting for $1.4 billion in total spending, according to the Outdoor Advertising Association of America.

First-quarter revenue for 2006 is eight percent higher than the same period in 2005. Historically, according to MediaPost, the last and first quarters are slow for outdoor advertising. For example, the first quarter of 2005 enjoyed a more modest 2.9 percent increase over first-quarter 2004.

Outdoor media performance was up in eight of the top 10 advertising categories for the first quarter of this year. As in 2005, the communications category again posted a 30 percent gain, with over 20 national brands increasing their out of home spending more than 50 percent.

Insurance and real estate grew substantially, with a 26 percent increase over the previous year. The greatest spending was in the local services and amusements category, which grew 15.2 percent in the first quarter. Public transportation, hotels, and resorts grew 12.5 percent while retail was up 10.2 percent. There were also increases in financial (7.7 percent), restaurants (4.3 percent), and media and advertising(0.5 percent).