Solid 2013 for out of home advertising
Ad spending rises 3.5 percent in fourth quarter, matching third
March 11, 2014
The media economy ended the year on a steady growth pace, if the out of home category is any indication.
OOH is the first medium to report fourth-quarter and full-year 2013 numbers, and it closed out a solid year with low-single-digit percentage gains.
Full-year numbers for radio will be out in the next few days, and data for overall 2013 ad spending will be released in the next 10 days or so by Kantar Media, Nielsen and others.
During fourth quarter, ad spending on OOH was up 3.5 percent, according to the Outdoor Advertising Association of America, to $1.6 billion.
That matched the 3.5 percent bump during third quarter, and it resulted in an overall 2013 growth rate of 4.2 percent, to $6.9 billion in ad spending last year.
Fourth quarter was the 15th straight quarterly gain for the industry, which bounced back from the recession better than some other traditional media such as newspapers, magazines and radio, whose growth rate has been lower than before the recession, if they’ve grown at all.
Not every ad category has increased spending on out of home during that time. In fact, four of the top 10 advertising categories actually declined during fourth quarter and for the year.
But strong gains from restaurants and insurance and real estate helped make up for some of those declines. Between them, the two categories added more than $36 million during fourth quarter, and they were also the fastest-growing top 10 categories for the year.
McDonald’s was a major part of the restaurant spending. The fast food chain finished as the top-spending out-of-home advertiser for the year.
Apple, Verizon, AT&T and Warner Bros. Pictures also finished among the top five in 2013.
The year’s fastest-growing advertisers included Aio Wireless, Netflix, Ford and 7 Eleven.
Though communications companies were among the year’s top spenders, the category did see the biggest year-to-year declines among the top 10 during fourth quarter, with spending off 19 percent. For the full year, it was down 8.7 percent.
Miscellaneous services and amusements was once again the top ad category for the year, up 5.6 percent to $1.28 billion. By comparison, the No. 2 category, retail, accounted for just under $650 million.
OAAA ad spending estimates are based on Miller Kaplan and Kantar Media data, as well as member company affidavits. Estimates include digital and static billboard, street furniture, transit, alternative, and cinema advertising.
|MISC SERVICES & AMUSEMENTS||
|MEDIA & ADVERTISING||
|PUBLIC TRANS., HOTELS & RESORTS||
|INSURANCE AND REAL ESTATE||
|GOVERNMENT, POLITICS & ORGS||
|SCHOOLS, CAMPS, SEMINARS||
|Source: Outdoor Advertising Association of America|
GoDaddy yanks controversial Super Bowl ad
It’s now suddenly tight among 18-49s
NBC’s big Super Bowl bet on ‘Blacklist’
How cable plans to counter Super Bowl
‘Fortitude,’ murder in a faraway place
So tell us, who will win Sunday’s Super Bowl?
Russian spies and their family ties
Cable overnights: ‘Love and Hip Hop’ grows
NBC slates Super Bowl en Español
Strong DVR growth for Fox’s ‘Empire’ premiere
Watch Super Bowl ads at the Super Bowl
‘Super Bowl’s Greatest Commercials’ surges
Programming blog: Latest pickups and cancellations
- Mehta Mehta becomes group digital creative director at INNOCEAN
- Gustavo Sarkis becomes ECD at Crispin Porter + Bogusky
- Jason Trobman becomes CTO at Digital Pulp
- Bruce Lefkowitz rises to EVP of ad sales at Fox Networks Group
- Luis Carlos Vélez becomes EVP of news at Telemundo
- Toby Faulkner rises to VP of programming at FYI
- Liz Alderman and Brandy Crawford join Tremendous! Entertainment
- Millie Brady joins Lifetime's 'The Clan of the Cave Bear'
- David Tennant joins Netflix's 'A.K.A. Jessica Jones'
- Craig Ferguson signs overall deal with Lionsgate TV
This week’s cable ratings
This month’s new media traffic data
This week’s broadcast ratings
This week’s top movies, songs and books
This week’s daypart ratings
This week’s younger viewer ratings
Assistant media buyer opening in San Francisco
Digital media buyer job in Minneapolis
Programmatic media planner wanted in New York
Assistant digital media planner job in Dearborn, Michigan
Media planner/buyer position in Baltimore