DOOH Advertising

OOH fueling sports economy, claims OAAA study

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September 24, 2025

Out-of-home advertising is one of the most powerful tools in sports marketing, according to a national study released by the Out of Home Advertising Association of America and The Harris Poll.

The findings reveal sports fans are not only noticing OOH ads, but acting on them.

Nearly six in 10 U.S. adults recall seeing an OOH ad for a major sporting event, and of those, 90% took real-world action, whether by watching the game, talking about it with friends or engaging on social media, according to a press release.

Nearly all, 99%, of fans who attended a game following OOH ad exposure spent money locally.

"OOH doesn't just sell tickets. It fuels the entire sports economy," Anna Bager, president and CEO, OAAA, said in the release. "Sports audiences are primed for action 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. From building anticipation for the World Cup to filling stadiums and energizing local businesses, OOH captures the energy of live sports like no other medium."

Additional findings include:

• Among those who see sports OOH ads, 90% take action and 61% engage on social media. Humor and star power features are leading reasons for posting.
• Fans most value event schedules, ticketing and viewing options in OOH ads, showing the medium's role as a planning tool in addition to brand building.