Summer Traffic Increase Fueling Billboard Visibility
As we head into summer 2025, the U.S. is experiencing a notable surge in traffic volume… a trend that bodes well for the billboard industry. In 2024, American drivers logged a record 3.28 trillion miles, marking a 1% increase from the previous year and surpassing 2020 levels for the first time.
This upward trajectory has been consistent over the past three years. In 2023, vehicle miles traveled (VMT) reached 3.263 trillion, a 2.1% rise from 2022, effectively rebounding from the pandemic-induced dip. The Federal Highway Administration (FHWA) projects a continued, albeit moderate, growth in VMT, estimating an average annual increase of 0.6% through 2049.
Source: https://www.fhwa.dot.gov/policyinformation/tables/vmt/2023_vmt_forecast_sum.cfm
For billboard professionals, this sustained growth in traffic volume translates to increased exposure for roadside advertisements. More vehicles on the road mean more eyes on billboards, enhancing the value proposition for advertisers. This is particularly significant in regions experiencing higher traffic growth. For instance, the Midwest’s north-central region saw a 2.7% increase in traffic volume in 2023, with states like North Dakota and Minnesota ranking among the top for traffic growth.
In summary, the rising trend in U.S. traffic volume presents a promising opportunity for the billboard industry. As more Americans take to the roads, especially during the high-travel summer months, billboards stand to gain increased visibility, making them an even more attractive medium for advertisers.
