For billboards, outlays fell from $1.26 billion to $1.10 billion, but the format’s share of total OOH ad spending grew from 67.7% to 85.7%. Transit, place-based, and street furniture advertising all saw the steeper percentage drops, shrinking their shares of the outdoor ad revenue pie. More like this:. Report: US Out-of-Home Ad Spending 2021.

McDonald’s led the US in out-of-home ad spending in 2020, devoting nearly $60 million to billboards, transit, and other outdoor formats, according to the Out of Home Advertising Association of America (OAAA) and Kantar Media. Apple and Geico trailed close behind, each spending more than $50 million.

TV and out-of-home (OOH) ad spending will increase this year after sharp declines in 2020—but neither medium will reach its previous peak again. Other traditional media, including print, radio, and directories, will continue their yearslong declines. WHAT’S IN THIS REPORT?