Sheltering at Home Hits OOH Numbers

Social distancing and sheltering at home have, not surprisingly, taken a big toll on OOH viewing. Comparing the weeks of February 22 and March 14, overall OOH usage is down 47%. The impacts are not the same across all locations and are not yet seeing the full effect; still, the mix of locations has changed considerably between periods. The closure of casinos (although not yet universal during the time of the comparison) has led to a drop of more than 80% in the amount of OOH usage. Other highly social locations are voluntarily closing and seeing above averages declines such as gyms, colleges, and bars all above 60%. Offices, schools, and religious venues are all showing lower than average drops from period to period. News continues to dominate OOH viewing with 60 of the top 60 and 97 of the top 100 programs during the March period being news related.

 

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