OOH Usage Plummets As Stay-at-Home Orders Take Effect

OOH usage continues to decline week to week as statewide stay-at-home orders go into effect. There was a 48% drop in total day OOH usage between the last week in February when sports were still available, programming was more typical, and stay-at-home orders were still to come for the majority of the country, and the week immediately following President Trump’s first prime time address on the coronavirus. Last week saw further declines, taking the total drop since the week of Feb 22 to 28th hitting 65% according to Tunity Analytics. The changes differed by DMA but appeared to be less a factor of when statewide stay-at-home orders went into effect and more a function of market size. By the week of March 23rd, the top ten markets were down an average 63%, 11 to 20 were down 68%, 21 to 30 72%, and markets 31 to 40 were off 74%.

 

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