Good News for Billboard Owners: Road and Transit Traffic Is Up in 2025

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Americans are back on the move—and that’s good news for anyone in the billboard business.

Whether you're running roadside bulletins or transit-based ads, more eyes are now passing your messages every single day.

After a few shaky years of uncertainty around travel habits and commuting patterns, the numbers from early 2025 are giving advertisers something they haven’t seen in a while: real, sustained momentum.

Let’s break down what’s happening and why it matters for out-of-home advertising.

Road Traffic Keeps Climbing

According to the Federal Highway Administration’s April 2025 Traffic Volume Trends Report, total travel on all U.S. roads grew by 1.5% compared to April 2024. That means more cars on the road and more potential impressions for roadside billboard campaigns.

This growth isn’t just a one-off, either. From January through April 2025, cumulative vehicle travel is up 0.8% compared to the same time last year.

Here’s a regional breakdown of where that growth is coming from:

  • South Atlantic region led the way with the highest traffic increase.
  • Northeast region saw the smallest growth, but still ticked upward.

📈 Source: FHWA Traffic Volume Trends – April 2025

While these percentages may seem small, they represent millions of additional miles driven—and potentially millions of additional billboard impressions. Even a 1% change in traffic can translate into significant changes in visibility and value for advertisers.

Transit Ridership Is Rebounding

Road traffic isn’t the only thing picking up speed. Transit is officially back on the rise.

A new report from the American Public Transportation Association (APTA) shows that U.S. public transit usage increased 5.9% in the first quarter of 2025 compared to the same period last year. That includes multiple modes of transportation:

  • Heavy rail trips (like subways): +11.4%
  • Commuter rail: +7.9%
  • Light rail: +6.4%
  • Bus trips: +2.2%

📈 Source: APTA Public Transit Ridership Report Q1 2025

This is one of the strongest signs yet that the post-pandemic recovery is gaining momentum in public transportation—and that transit-based billboard inventory is regaining traction.

For advertisers running campaigns inside buses, on bus shelters, in rail stations, or on wrapped vehicles, this uptick in ridership means higher exposure, more frequency, and better ROI.

What This Means for Billboard Advertising

These increases—both on roads and in transit systems—point to a clear opportunity for out-of-home (OOH) media.

More travel means more impressions.

And for billboard operators and advertisers, that means more value per dollar spent.

Here’s how this travel trend plays out across key OOH environments:

1. Highway and Roadside Bulletins

With vehicle miles traveled rising, large-format bulletins on highways and main roads are back in the spotlight. These are the heavy hitters of OOH—delivering tens of thousands of impressions daily.

Expect stronger CPM efficiency and increased interest from advertisers seeking brand visibility on the go.

2. Urban and Suburban Transit Shelters

As light rail and buses regain riders, transit shelter ads are getting more exposure. These placements are ideal for promoting local events, service businesses, healthcare, or public service announcements.

3. Rail and Subway Placements

Double-digit growth in heavy rail riders suggests a strong comeback for subway station media. These placements allow advertisers to target working professionals, students, and daily commuters with long dwell times and high visibility.

4. Bus Wraps and Interior Cards

Even with smaller growth than other modes, bus usage is on the rise. Full bus wraps and interior ads benefit from city-wide mobility, acting as rolling billboards with extensive geographic coverage.

Why Traffic Growth Matters for OOH More Than Other Channels

In digital advertising, audience fluctuations don’t always affect ad performance. But with OOH—where impressions are tied to movement—changes in travel volume make a measurable difference.

More drivers = more billboard views. More transit riders = more transit ad interactions.

Unlike digital impressions, which bots or accidental scrolls can inflate, these impressions are grounded in real-world movement. That’s why media planners and marketers closely monitor FHWA and APTA reports.

And in a year where advertisers are seeking efficient, real-world impact, this data helps make the case for increased investment in billboards.

Regional Insights: Where Travel Is Up

Advertisers with region-specific billboard networks should also take note of the geographic breakdown:

  • The Southern and Midwestern states are leading the growth in road travel. The South Atlantic region (including states like Florida, Georgia, and the Carolinas) saw the most significant year-over-year increase in traffic.
  • The Northeast remains more urban and less car-dependent, but its small growth signals a return to pre-COVID norms.

These trends can guide your targeting strategy. For example:

  • Advertisers in Atlanta or Charlotte may see even more value in roadside campaigns.
  • Cities with growing rail usage, such as Chicago, Philadelphia, or Washington D.C., might allocate more budget toward transit stations and vehicles.

Transit Is Finally Getting Its Moment Again

Let’s be real, transit took a big hit during the pandemic. Ridership across the country collapsed, and it took years to begin recovering.

But now, the tide is turning.

Remote work is shifting to hybrid schedules. Cities are reinvesting in public infrastructure. And Americans are once again willing to hop on the train, the subway, or the bus—especially as gas prices continue to rise.

Transit advertising, which was once a premium media choice with excellent frequency, is making a comeback to regain top-of-mind status. The audience is there. And the dwell time is unbeatable.

This resurgence creates a window for brands to get in early, before competition drives rates higher.

Why Brands Should Act Now

Here’s the bottom line: the more people move, the more valuable billboard placements become.

And right now, all signs point toward movement.

  • Road miles are growing.
  • Transit ridership is recovering.
  • Dwell times and impressions are on the rise.

For billboard plant operators, media buyers, and brand marketers, this is the time to be aggressive, not cautious.

We’re seeing a shift back toward commuting and travel routines. And in a world where digital ad prices keep climbing and social platforms are losing user trust, out-of-home stands out as a tangible, trustworthy, and now—high-traffic—channel.

Final Thoughts

Neither road nor transit data rarely gives billboard operators a green light at the same time. But early 2025 is that moment.

If you manage inventory in roadside corridors or transit-heavy cities, you’re in a stronger position than you were a year ago. The traffic is there. The riders are back. And the impressions are rising.

Billboard advertising isn’t just holding steady—it’s growing with the movement of America itself.

Keep your eyes on the trends, refresh your location data, and start preparing to show clients exactly why now is the time to go big.

Because the road ahead? It’s looking real good.

https://www.whistlerbillboards.com/around-the-industry/road-and-transit-traffic-is-up-in-2025/?feed_id=412&_unique_id=685bf43b03844

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