Out-of-home (OOH) advertising is proving to be more than just stadium signage—it’s becoming a decisive player in sports marketing. A new national study by the Out of Home Advertising Association of America (OAAA) and The Harris Poll suggests OOH isn’t just noticed by fans, it’s actively shaping their behavior.
Nearly six in ten U.S. adults say they’ve recently spotted an OOH ad for a major sporting event, and among them, a striking 90% took action. That action ranged from tuning in to games and chatting about them with friends, to posting and engaging on social media.
And here’s the kicker: 99% of fans who attended a game after seeing an OOH ad ended up spending money locally—on hotels, restaurants, or transportation—highlighting OOH’s role as a silent MVP for host city economies.
“OOH doesn’t just sell tickets. It fuels the entire sports economy,” said Anna Bager, President and CEO of OAAA. “From building anticipation for the World Cup to energizing local businesses, OOH captures the energy of live sports like no other medium.”
Key Plays From the Study
- Fans take action: 90% of those who noticed OOH ads did something about it, and 61% took it to social media. Humor and celebrity tie-ins were the biggest engagement triggers.
- Local spend is undeniable: Almost every fan attending after OOH exposure contributed to local economies, making billboards and digital screens unexpected boosters for city revenues.
- Utility matters: Fans value schedules, ticketing info, and broadcast options most—proof OOH isn’t just eye candy; it’s a planning tool.
- World Cup watch: With the 2026 FIFA World Cup on the horizon, 62% of U.S. adults say they want OOH ads tied to the tournament. Among those, 96% would seek more information, chat about it, or engage online.
Why It Matters
OOH has always been part of the live sports experience, but this research shows its influence stretches far beyond stadium walls. It sparks fan excitement, fuels online conversations, and drives measurable local economic impact.
With nearly two-thirds of U.S. adults ready to engage with World Cup-themed OOH, advertisers, sponsors, and leagues have a clear shot at reaching fans during peak moments of anticipation. For brands weighing where to invest as the 2026 games approach, OOH looks less like a supporting channel and more like a front-row playmaker.
