Number of billboards in the U.S. 2016-2020

The number of big format outdoor displays in the United States hovers around the 340 thousand mark, and increased by some 700 between the years 2018 and 2019. While the number grew slightly, it's still considerably low taking into account that the billboard numbers had been relatively stable three years prior. Among the 343 thousand displays in the U.S. in 2020 9.6 thousand were digital billboards.

Billboard advertising: regional profit differences

  The practice of renting out billboards has been around in the U.S. since 1860s. Today billboards remain one of the largest outdoor advertising formats in terms of presence. In the United States in particular, large out-of-home displays are especially noticeable owing to their placement in the vicinity of highway and expressway infrastructure. In order to control the number and concentration of billboards, numerous regulations have been put into place. However, looking at revenue figures of outdoor advertising companies operating in the country compared to those focused on European markets, it is evident that billboard advertising is much more lucrative in North America than on other continents.
Outfront Media earned over 1.1 billion U.S. dollars from billboard advertising in the U.S. and Canada in 2018 – double the amount earned from all other segments combined. Lamar Advertising generated more than one billion U.S. dollars from static billboard ads in North America, around 66 percent of total company revenues. Similarly, 72 percent of revenue generated by Clear Channel Outdoor in the Americas was attributed to billboards in 2018, whereas just 18 percent of international profits were derived from this format of outdoor ads. French-based outdoor advertising company JCDecaux earned around 500 euros from billboards in 2018, as opposed to 1.5 billion euros generated via street furniture, which indicates that billboard advertising in Europe might be less profitable.

Number of billboards in the United States from 2016 to 2020

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Source

In cooperation with
OAAA
Release date

March 2020

Region

United States

Survey time period

2016 to 2020

Special properties

includes bulletins, digital billboards, posters, junior posters, as well as wall murals/spectaculars

Supplementary notes

Figures for periods other than 2020 come from previous reporting.

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Statistics on "Out-of-home advertising"

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