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US Outdoor Expected To Show Gains For 2001

US Outdoor Expected To Show Gains For 2001

According to the latest data from the Outdoor Advertising Association of America (OAAA), Q3 revenues for US outdoor spending were up 1% over a year ago, despite the weak advertising market and the events of 11th September. Net revenues for outdoor are 2.5% when compared to the same period last year, total revenues for 2001 are expected to top $5.3 billion, an increase of 2% on 2000.

The financial services sector remained strong in Q3 as did telecoms and transportation, hotels & resorts. A reclassification of the local services category prevented a true like-for-like comparison thus a net decline registered.

In addition to the appeal for local products and services, many national advertisers have also realised the benefits of outdoor: AOL Time Warner, McDonaldÂÂ’s, General Motors and the Gap were amongst the top ten outdoor advertisers for Q3 2001.

New technologies, initiativea and opportunities, a quick turnaround period and relative cheapness to other advertising media have all led to outdoor remaing a buoyant medium during the period of economic decline.

US 2001 Q3 Outdoor Ad Spend By Sector 
   Spend Jul – Sep 2001 ($m)  % Of Total Revenue  Spending Change Q3 01 v 00 ($m)  % Change Q3 01 v 00 ($m) 
Local Services & Amusements 164,017.00 12.7 17,591.60 12
Public Transportation, Hotels & Resorts 143,377.70 11.1 23,940.60 20
Retail 131,936.40 10.2 -10,848.60 -7.6
Media & Advertising 119,882.40 9.3 89.2 0.1
Restaurants 100,791.20 7.8 5,307.10 5.6
Automotive Dealers & Services 89,173.80 6.9 8,186.80 10.1
Insurance & Real Estate 71,667.40 5.5 4,501.30 6.7
Financial 67,227.70 5.2 12,769.20 23.4
Beer & Wine 64,264.00 5 10,694.70 20
Automotive, Accessories & Equipment 58,712.50 4.5 -17,151.00 -22.6
  1,011,050.10  78.2  55,080.90   
Source: OAAA, Dec 2001
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