Outdoor advertising is diversifying and growing as tobacco companies cut back on their use of the medium, according to second-quarter spending figures released by the Outdoor Advertising Association of America.
Expenditures were up 6% to about $400 million compared with the same period a year earlier, said OAAA. Competitive Media Reporting figures, also released by OAAA, showed an 11.3% rise to $206 million.
"CMR figures underreport the industry because not all outdoor companies report to them. But that is changing," said Nancy Fletcher, the OAAA's president-CEO.
Spending was highest in the entertainment and amusements category, up 54% to $30 million, said CMR. Business and consumer services came in second with $25 million, a 25% increase over second quarter 1993, and automotive placed third with $21 million, a 51% rise.
Tobacco outdoor continued a 10-year decline with a 22% drop to $21 million.
Saturn Corp.'s large outdoor spending has prompted an increase in the automotive category overall.
Travel and tourism outdoor also has grown-by 35% to $13 million, according to CMR.
"Last summer was the largest travel summer in the history of the U.S., a sign of economic recovery" said Ms. Fletcher. "The outdoor industry's strength shows it is sharing in the recovery."