OAAA Reports Strong 3Q

The Outdoor Advertising Assn. of America (OAAA), Washington, D.C., is reporting that the out-of-home industry grew 7% during 2010’s third quarter versus the same period from 2009. The market rose to $1.44 billion versus $1.34 billion the previous year and, although this represented a significant reduction from the second quarter’s $1.88 billion tally, it represents the first back-to-back quarter growth versus prior-year performance in three years.

Among the OAAA’s top 10 industry categories in terms out-of-home spending, the top-spending segment, Miscellaneous Services and Amusements, grew 7.6% to $238.6 million. Indicating the first steps of a rebound from economic crisis, the Financial sector grew 33.3% to $109.2 million, which raised it from eighth to fifth among categories. Only two of the top 10 categories, Communications and Insurance and Real Estate, endured a decline versus the same period last year.

The OAAA derives its data from Miller Kaplan and Kantar Media’s data on the out-of-home market, as well as member-company affidavits and projections from other sources.