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|
Readers: Rupert Murdoch’s still got it
Pizza delivered by a Mutant Ninja Turtle
For ‘The Bachelorette,’ time to choose
This week’s daypart ratings
‘Big Brother’ fuels CBS to Thursday win
Five burning questions about this fall
Behind the great rise of digital video
‘Running Wild with Bear Grylls,’ cool
Rachel, I don’t think my boss likes me
So, what’s your take on Fox-Time Warner?
Best tube bets this weekend
Cable overnights: A surge for ‘Suits’
Washington Post: Iran detained our reporter
- Marta Martinez becomes global head of video sales at AOL
- Susan Smith Ellis becomes CMO at Getty Images
- Chef Mario Batali ends his NY Times Magazine column
- Fox News Channel's Gregg Jarrett pleads guilty to disorderly conduct
- George Zimmerman appealing his NBC lawsuit dismissal
- Actress Jessica Biel guesting on Fox's 'New Girl'
- Finn Wittrock joins FX's 'American Horror Story'
- Charley Koontz joins the cast of CBS's 'CSI: Cyber'
- Education reporter and author Gene I. Maeroff dies at 75
This week’s daypart ratings
This week’s cable ratings
This week’s broadcast ratings
This month’s new media traffic data
This week’s top movies, songs and books
This week’s younger viewer ratings
Digital media planner position in Austin
Media planning supervisor job in New York
Digital media planner opening in Chicago
Assistant media buyer job in Iowa City
Media strategist position in Stamford