Out-of-home ad spending continued its post-pandemic surge in the fourth quarter of 2023, rising 27% over the same quarter in 2022, according to new estimates from Guideline. National ad spending expanding at more than twice the rate of local — 50% vs. 24% — while live events experienced the greatest overall growth of any out-of-home media format — +181%.
A new study on out-of-home viewing of Fall sports found that 92% of those responding said they paid attention to at least some of the advertising shown, according to Nielsen. It surveyed both the general population of adults 18-plus, as well as Hispanic English-dominant viewers and found that 75% of of adults said they were somewhat to very likely to notice the brand or product advertised during a game they watch out of home.
