Outdoor Advertising Association of America, New York, said total spending on outdoor climbed 8.8% to $2.135 billion last year, the medium's fifth consecutive year of growth. Robust spending by Hollywood studios helped propel outdoor's top ad category, entertainment and amusement, to $208.5 million for the year, a 24.6% gain. The business and consumer services category (including computers and software) climbed 17.7% to $160.8 million, making it the medium's new No. 2 category. The tobacco products category slipped to the No. 3 position among outdoor ad categories as spending slipped 1.7% to $155.9 million. The year ended strongly for the medium, OAAA said, with fourth quarter spending 11% higher than the comparable period in 1996.
Copyright March 1998, Crain Communications Inc.