Billboard statistics 2026
Key numbers on the billboard and out-of-home advertising industry: market size, who owns the boards, what they cost and whether they work. Directory figures come from OOHGuide's database of 529 outdoor advertising companies; everything else links to its source.
Updated October 31, 2026
$9.46 billion
US out-of-home ad revenue in 2025, a record
Source: OAAA
36.3%
Share of US out-of-home revenue from digital formats in 2025
Source: OAAA
529
Billboard and outdoor advertising companies in the US and Canada
Source: OOHGuide
416,000+
Billboard and poster faces run by companies that report a count
Source: OOHGuide
60%
Share of those faces owned by Lamar, Clear Channel Outdoor and Outfront Media
Source: OOHGuide
80
Faces run by the median billboard company
Source: OOHGuide
$3 to $10
Typical CPM for a billboard, among the lowest of any medium
Source: Solomon Partners
$3,953
National average cost of a static billboard per 4 weeks
Source: Business.com
20%
Median lift in in-person visits from out-of-home, about twice TV
Source: OAAA and Kochava
4
US states that ban billboards: Hawaii, Vermont, Maine and Alaska
Source: OOHGuide
Industry size and growth
- US out-of-home advertising revenue reached a record $9.46 billion in 2025, up 3.6% from 2024. (OAAA, via Digital Signage Today)
- Digital formats made up 36.3% of that revenue and grew 10.5% year over year. (OAAA, via Digital Signage Today)
- Legal services was the largest out-of-home advertising category in 2025, up 21%. (OAAA, via Digital Signage Today)
- 70% of the top 100 out-of-home advertisers increased their spending in 2025. (OAAA, via Digital Signage Today)
- Programmatic buying grew from about 15% of US digital out-of-home spend in 2023 to 24% in 2024, with forecasts of 65% by 2029. (OAAA, via sixteen:nine)
Who owns billboards
- OOHGuide lists 529 billboard and outdoor advertising companies; 423 report a face count, totaling 416,374 billboard and poster faces.
- Lamar, Clear Channel Outdoor and Outfront Media own about 60% of those faces. Lamar alone has about 160,000, more than the next two combined.
- The industry is still mostly small companies: 360 of 423 run fewer than 500 faces, 232 run fewer than 100, and the median company runs 80.
- 356 companies run digital screens of some kind, with at least 20,862 digital faces among those that report a count.
- The oldest companies in our directory date to 1892 (Scadron Outdoor Advertising) and 1902 (Lamar Advertising); 21 were founded before 1950.
Full ranking: the 25 largest billboard companies. Ownership explained: who owns billboards.
States and provinces with the most billboard companies
| State | Companies selling there |
|---|---|
| Texas | 64 |
| California | 59 |
| New York | 52 |
| Georgia | 48 |
| Illinois | 48 |
| Florida | 41 |
| Pennsylvania | 39 |
| Ohio | 29 |
| Tennessee | 29 |
| North Carolina | 28 |
Companies by format
| Format | Companies | Share |
|---|---|---|
| Static bulletin | 374 | 71% |
| Digital bulletin | 271 | 51% |
| Wallscape | 42 | 8% |
| Poster | 38 | 7% |
| Bench/shelter | 36 | 7% |
| Place-based | 35 | 7% |
| Transit | 25 | 5% |
| Mobile | 23 | 4% |
| Junior poster | 19 | 4% |
Billboard costs
- A static billboard costs about $3,953 per 4 weeks on average nationally. (Business.com)
- Prices run from about $250 per 4 weeks in rural areas to $25,000 or more for prime boards in top metros. (Business.com)
- Digital billboards cost about $770 to $20,000 per 4 weeks, sharing the screen with other advertisers. (Business.com)
- Across 21 published city rate tables, a static bulletin's midpoint price ranges from $2,250 in Milwaukee to $14,500 in New York City per 4 weeks.
- By cost per thousand impressions, the best-value bulletins are in Milwaukee ($3.62), New Orleans ($4.42) and San Antonio ($4.77); the most expensive is Columbus ($17.35).
More: how much a billboard costs, cost per day, week and month and CPM by city.
CPM by medium (2025)
| Medium | Typical CPM |
|---|---|
| Transit shelters | $2 to $8 |
| Social media | $2 to $8 |
| Billboards (bulletins) | $3 to $10 |
| Posters | $3 to $13 |
| Radio | $4 to $8 |
| Digital display | $5 to $6 |
| Digital place-based screens | $7 to $16 |
| Digital video | $11 to $13 |
| Magazines | $13 to $14 |
| Cable TV (excluding primetime) | $13 to $15 |
| Podcasts | $18 to $25 |
| Cable TV (primetime) | $21 to $23 |
| Streaming | $23 to $34 |
| Broadcast TV (excluding primetime) | $24 to $27 |
| Newspapers | $40 to $54 |
| Broadcast TV (primetime) | $45 to $49 |
| Influencer marketing | $54 to $196 |
Source: Solomon Partners, 2025 Major Media CPM Comparison.
Do billboards work?
- Out-of-home delivered a median 20% lift in in-person visits and 14% in digital actions, compared with about 10% for TV and streaming TV. (OAAA and Kochava)
- For quick service restaurants, out-of-home exposure came before a search 96% of the time and before social engagement 94% of the time. (OAAA and Kochava)
- 89% of brands investing in out-of-home earned a profitable return, with an average profit ROI of $1.48 per dollar. (Keen Decision Systems and Accretive, via PPC Land)
- Out-of-home adoption among the brands in Keen's data rose from 21.3% to 25.2%, and digital out-of-home from 1.1% to 3.4%. (Keen Decision Systems and Accretive, via PPC Land)
More: does billboard advertising work and out-of-home ROI.
Sizes and formats
- The standard highway billboard (a bulletin) is 14 feet by 48 feet, or 672 square feet. Posters are about 10'5" by 22'8".
- The most common digital billboard artwork sizes are 1400 x 400 and 840 x 400 pixels, which Lamar says cover over 90% of its digital screens.
- Digital billboard ads typically rotate every 6 to 10 seconds.
- 71% of the companies in our directory sell static bulletins.
More: billboard sizes and types of billboards.
Regulation
- Four US states ban billboards: Hawaii (since 1927), Vermont (1968), Maine (1977) and Alaska (1998).
- Hawaii also bans mobile billboard trucks, since 2006.
- Everywhere else, billboards are legal but regulated by state and local sign codes, which set limits on size, height, spacing and digital displays.
More: which states ban billboards.
Using these statistics
You're welcome to use these figures in articles, reports and presentations. Please credit OOHGuide with a link to this page:
Source: OOHGuide, Billboard Statistics 2026, https://www.oohguide.com/billboard-statistics
Directory figures cover the 529 companies, 226 city guides and 274 town guides on OOHGuide as of October 31, 2026. Face counts are as reported by each company or public filings, so totals undercount the industry.
Questions
How big is the billboard industry?
US out-of-home advertising, which includes billboards, transit, street furniture and place-based screens, brought in a record $9.46 billion in 2025, up 3.6% from 2024, according to the OAAA.
How many billboard companies are there in the US?
OOHGuide lists 529 billboard and outdoor advertising companies in the US and Canada. Of the 423 that report a face count, 360 run fewer than 500 faces, and the median company runs 80.
Who owns the most billboards?
Lamar Advertising, with about 160,000 billboard and poster faces, followed by Clear Channel Outdoor and Outfront Media. Together the three own about 60% of the faces in our directory.
How much does a billboard cost on average?
About $3,953 per 4 weeks for a static billboard nationally, according to Business.com. Prices range from about $250 in rural areas to $25,000 or more for prime boards in New York and Los Angeles.
What is the average CPM for billboards?
About $3 to $10 per thousand impressions for a roadside bulletin, according to Solomon Partners' 2025 media comparison. Only social media and radio came in at similar or lower CPMs.
Do billboards work?
A 2026 OAAA and Kochava study found out-of-home delivered a median 20% lift in in-person visits and 14% in digital actions, about twice the lift of TV. A separate 2026 Keen Decision Systems analysis found 89% of brands buying out-of-home earned a profitable return.
Which states ban billboards?
Hawaii (since 1927), Vermont (1968), Maine (1977) and Alaska (1998).
Can I use these statistics?
Yes. Please credit OOHGuide and link to this page. Figures marked OOHGuide come from our directory of billboard companies; other figures link to their original sources.