In 2023, the number of billboards spread across the United States grew by less than 0.8 percent to approximately 354.5 thousand. Despite the slight annual increase, the 2023 figure stood 3.9 percent below the number recorded in 2017, when the U.S. harbored nearly 369 thousand billboards. That includes bulletins, digital billboards, posters, junior posters, and wall murals.
OOH ads in the U.S.
While the total number of billboards practically stalled, digital billboards rose. In 2023, their presence in the U.S. skyrocketed by over 44 percent, reaching 16.6 thousand. Considering out-of-home (OOH) advertising in the U.S. altogether – including other formats – the segment's revenue peaked in 2023, reaching 8.73 billion U.S. dollars and surpassing pre-pandemic heights.
Relatively small presence, big budgets
Billboards are not the most common type of OOH display in the U.S. Transit and place-based ads topped that ranking in 2023, with roughly 1.7 million and 1.4 million pieces, respectively. Meanwhile, the billboard category counted less than 355 thousand displays. Yet it concentrated OOH ad spending in the U.S. In 2023, advertisers invested more than six billion dollars in billboards. That was over twice as much as the combined values spent on transit, place-based, and street furniture displays.
Number of billboards in the United States from 2016 to 2023
(in 1,000s)
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OAAA, & Statista. (May 15, 2024). Number of billboards in the United States from 2016 to 2023 (in 1,000s) [Graph]. In Statista. Retrieved September 19, 2024, from https://www.statista.com/statistics/686026/number-billboards-usa/?utm_content=76963006&utm_medium=email&utm_source=hs_email
OAAA, und Statista. "Number of billboards in the United States from 2016 to 2023 (in 1,000s) ." Chart. May 15, 2024. Statista. Accessed September 19, 2024. https://www.statista.com/statistics/686026/number-billboards-usa/?utm_content=76963006&utm_medium=email&utm_source=hs_email
OAAA, Statista. (2024). Number of billboards in the United States from 2016 to 2023 (in 1,000s) . Statista. Statista Inc.. Accessed: September 19, 2024. https://www.statista.com/statistics/686026/number-billboards-usa/?utm_content=76963006&utm_medium=email&utm_source=hs_email
OAAA, and Statista. "Number of Billboards in The United States from 2016 to 2023 (in 1,000s) ." Statista, Statista Inc., 15 May 2024, https://www.statista.com/statistics/686026/number-billboards-usa/?utm_content=76963006&utm_medium=email&utm_source=hs_email
OAAA & Statista, Number of billboards in the United States from 2016 to 2023 (in 1,000s) Statista, https://www.statista.com/statistics/686026/number-billboards-usa/?utm_content=76963006&utm_medium=email&utm_source=hs_email (last visited September 19, 2024)
Number of billboards in the United States from 2016 to 2023 (in 1,000s) [Graph], OAAA, & Statista, May 15, 2024. [Online]. Available: https://www.statista.com/statistics/686026/number-billboards-usa/?utm_content=76963006&utm_medium=email&utm_source=hs_email