Outdoor Advertising Revenue Benchmarks
The average outdoor advertising business in the United States generates $1.4M in annual revenue, according to the U.S. Census Bureau Statistics of U.S. Businesses (SUSB 2021). There are 2,058 outdoor advertising businesses in the U.S., employing 21,571 workers with an average profit margin of 22.0%. The average employee in this industry earns $82K per year (Bureau of Labor Statistics QCEW 2023).
What Does a Outdoor Advertising Business Actually Do?
Billboard, transit, and out-of-home advertising operators — Lamar, Clear Channel Outdoor (CCO), OUTFRONT, independents.
Who buys: Brands, agencies buying OOH inventory, local businesses (small formats).
Average Revenue
$1.4M
per year
Profit Margin
22.0%
industry average
Revenue / Employee
$132K
per year
Total Businesses
2,058
in the US
Est. Owner Income
$304K
small business avg
Labor Cost
50.0%
of revenue
Avg Employee Wage
$82K
per year (BLS)
Market Saturation
0.6
firms per 100K people
How Much Do Outdoor Advertising Charge?
Billboard, transit, and out-of-home ad operators sell placements by market and duration.
| Service | Typical range |
|---|---|
Small market billboard (4 weeks) | $500–2,000 |
Major market billboard (4 weeks) | $3,000–15,000 |
Digital billboard (4 weeks) | $5,000–35,000 |
Transit advertising campaign | $5,000–50,000+ |
Ranges based on industry rate surveys and typical published pricing. Actual quotes vary by city, business size, and job complexity.
Complete outdoor advertising business plan
A 12-section data-backed business plan for a outdoor advertising business — executive summary, market analysis, competitive landscape, revenue model, 3-year financial projections, operations, marketing, staffing, funding request. Pre-populated with real Census, IRS, and BLS data on this industry. Free to view.
Cost Structure — Where Every $100 in Revenue Goes
Approximate P&L breakdown for the outdoor advertising industry. Labor share and net profit are grounded in Census SUSB and IRS SOI data. Other lines are split using sector-typical ratios.
| Category | Per $100 revenue | Per typical business | What's in it |
|---|---|---|---|
Client-related expenses | $4 | $58K | Software licenses, subscriptions, printing, filing fees, travel billed to clients. |
Wages & benefits | $50 | $691K | Payroll for all employees at the business (owner comp not included for small owner-operators). |
Rent & facilities | $6 | $77K | Rent or mortgage on business location plus utilities tied to the space. |
Marketing & advertising | $4 | $58K | Google/Meta ads, SEO, print, referral fees, event sponsorships. |
Other operating costs | $14 | $193K | Professional liability insurance, continuing education, tech, admin support. |
Net profit | $22 | $304K | What remains for the owner or shareholders after all business expenses. |
Directionally accurate for a typical business in the industry. Individual businesses vary widely — a franchise may run a very different cost mix from an independent, and older established businesses often have lower labor share than newer ones.
Average Revenue by Business Size
Industry Dynamics (Census BDS 2023)
New Business Rate
11.48%
openings/year
Closure Rate
11.25%
closings/year
Net Job Growth
-1.27%
annual
Businesses Closed
3,038
in 2023
Firm Count Trend
Should You Start a Outdoor Advertising Business?
Startup Cost
$10K – $75K
Break-Even
2 months
5-Year Survival Rate
60.0%
Related Industries
Frequently Asked Questions
- What does a outdoor advertising business do?
- Billboard, transit, and out-of-home advertising operators — Lamar, Clear Channel Outdoor (CCO), OUTFRONT, independents. Brands, agencies buying OOH inventory, local businesses (small formats).
- How much do outdoor advertising charge?
- Billboard, transit, and out-of-home ad operators sell placements by market and duration. See the pricing table above for typical rates by service type.
- How much does the average outdoor advertising make per year?
- The average outdoor advertising business generates $1.4M in annual revenue, based on U.S. Census Bureau data (SUSB 2021). After expenses, the estimated owner profit is $304K per year at a 22.0% profit margin.
- How many outdoor advertising businesses are there in the US?
- There are 2,058 outdoor advertising businesses operating in the United States, employing a total of 21,571 workers.
- How much does it cost to start a outdoor advertising business?
- Startup costs for a outdoor advertising business typically range from $10K to $75K, with a 5-year survival rate of 60.0%.
- What is the average salary in the outdoor advertising industry?
- The average employee in the outdoor advertising industry earns $82K per year, according to Bureau of Labor Statistics data (QCEW 2023).
Industry Growth & Survival
The outdoor advertising industry is relatively stable — with a net job growth rate of -1.3%. Entry and exit rates are balanced at 11.5% and 11.2% respectively.
Approximately 55% of outdoor advertising businesses survive their first 5 years. This is near the national average (~50%), with typical business risk. In 2023, 3,038 firms in this industry closed permanently.
Employment & Wages
The average employee in the outdoor advertising industry earns $81,795/year. This is significantly above the national average of ~$65K, reflecting the skilled nature of this work. With 3,059 establishments employing 30,689 people, the typical business has about 10 employees.
Industry Trend (2000–2023)
The outdoor advertising industry has declined 9% since 2000 (from 32,009 to 29,104 firms).
See full historical statistics →Compare Outdoor Advertising revenue with other industries: