Boost Attendance, Social Chatter, and Economic Impact

A new national study released by the Out of Home Advertising Association of America (OAAA), in partnership with The Harris Poll, confirms that billboards boost sports attendance and economy when featuring sports content.

The study found that nearly 60% of U.S. adults recall recently seeing an OOH ad for a major sporting event. As a result, 90% took real-world actions, including engaging on socials, talking with friends about the event, or viewing the game. And, 99% of fans who attended games spent money in teams’ host cities. The resulting hotel, restaurant, and transportation spending proves that billboards drive economic impact beyond the stadium.

“OOH doesn’t just sell tickets. It fuels the entire sports economy,” said Anna Bager, President and CEO, OAAA. “Sports audiences are primed when they encounter OOH in context. What stands out in this research is the combination of high recall and immediate action steps, from social engagement to ticket purchases and event attendance.” She added, “OOH captures the energy of live sports like no other medium.”

“OOH doesn’t just sell tickets. It fuels the
entire sports economy.“

Anna Bager, President and CEO, OAAA

Key takeaways from the study :

• Fans not only act, they post about it: 90% who see sports OOH ads take action. 61% engage on social media. Posts are often spurred by ads containing humor or star power.

• Sports OOH is a local economic driver: Nearly all fans (99%) who attend games after sports OOH exposure spend money locally.

• Practical messaging resonates: Fans value event schedules, ticketing and viewing options in OOH ads. Because of this, they often use the ads as a planning tool.

• 2026 FIFA World Cup Momentum: Nearly two-thirds of US adults say they want to see OOH ads connected to the tournament. 96% of those say they would look up more info, discuss with friends, or engage on socials.

Don’t let the season pass you by – Contact us today to capitalize on OOH’s proven sports results!