A new national study from the Out of Home Advertising Association of America and The Harris Poll shows that out of home (OOH) advertising is one of the most effective tools in sports marketing today.
The research found that nearly 6 in 10 U.S. adults recall seeing a recent OOH ad promoting a major sporting event, and 90% of them took real-world action, from watching the game to posting about it on social media.
Perhaps most impressively, 99% of fans who attended a game after seeing an OOH ad spent money locally, highlighting the medium’s powerful role in boosting host city economies through hotels, dining, and transportation.
Key Insights:
- Action & Engagement: 90% of fans exposed to sports OOH ads take action; 61% engage on social media.
- Economic Impact: Nearly every fan attending a game after seeing OOH spends money locally.
- Practical Messaging Wins: Fans value ads featuring schedules, ticket info, and viewing options.
- World Cup Buzz: 62% of U.S. adults want to see OOH tied to the 2026 FIFA World Cup, and nearly all say they’d engage further.
OOH is extending its influence far beyond the stadium by building anticipation, driving fan engagement, and fueling local economies. As the countdown to the World Cup continues, advertisers have a major opportunity to connect with fans where passion meets action.