By Diego Vasquez
This month Media Life Magazine is kicking off a summer-long series on out of home advertising, examining where the industry is today and where it is going.
In anticipation of that series, which begins later this week, we’re taking a look at out of home by the numbers.
Here’s a comprehensive breakdown of U.S. out of home advertising, including the number of billboards, digital billboards, street furniture, ad spending and a slew of other facts media buyers and planners may be interested to learn.
Sources: Outdoor Advertising Association of America and Magna Global. All information is for the U.S. only.
Street Furniture
49,082 — bus shelter displays
3,082 — copy area of a standard bus shelter ad, in square inches (67 by 46 inches)
30,532 — shopping mall displays
Billboards
158,868 — billboards in the U.S.
672 — square feet in a standard billboard (14 by 48 feet)
4,400 — digital billboards
6 to 8 — frequency with which ads rotate on digital billboards, in seconds
33,336 — junior posters, a smaller size of billboards
55 — square feet in a standard junior poster (5 by 11 feet)
4,029 — wallscapes/spectaculars
Transit
205,426 — displays on buses
6,664 — copy area of a super king size bus poster, in square inches (28 by 238 inches)
68,560 — airport displays
2,460 — copy area of a standard airport diorama, in square inches (41 by 60 inches)
184,078 — subway and rail displays
10,593 — truckside/mobile ad vehicles
46,194 — taxis/wrapped vehicles
Alternative
17,800 — movie theater displays
300 — digital place-based networks
1,352 — arenas and stadiums
Market Share
5 — percent of overall media spend for OOH in 2013
9 — percent share for magazines
11 — percent share for radio
13 — percent share for newspapers
17 — percent share for internet
21 — percent share for cable TV
24 — percent share for broadcast TV
Revenue
67 — percent share of total OOH spending for billboards in first quarter 2014
18 — percent share for transit
11 — percent share for alternative
4 — percent share for street furniture