Clear Channel Outdoor to Boldly Transform Digital Advertising in the Media Capital of the World at New Hollywood-Burbank Airport (BUR)

Rhea-AI Summary

Clear Channel Outdoor (NYSE: CCO) was selected as the airport media partner for Hollywood-Burbank Airport (BUR) under an eight-year agreement to build a nearly 100% digital, themed media network tied to BUR’s Elevate BUR terminal project, which is scheduled to debut in October 2026. The rollout will feature anamorphic and UHD displays, integrated roadside billboards across greater Los Angeles, and unified data-driven creative and targeting. The new terminal is described as a modern 355,00 square-foot facility with updated gates, baggage, TSA checkpoints, EV parking and accessibility improvements. Clear Channel cites a commissioned Nielsen airport study showing airport ads drive awareness and measurable consumer action, especially among business and frequent travelers.

Positive

• Eight-year airport media partnership
• Nearly 100% digital airport display network
• Integrated roadside and airport reach across Los Angeles
• Terminal launch timed to Oct 2026 opening
• Commissioned Nielsen study reporting measurable ad action

Negative

• Major media rollout tied to terminal Oct 2026 opening, delaying full revenue realization
• Mention of minor TSA-driven flight reductions that could limit near-term traveler reach

Insights

Airport OOH Strategist

Clear Channel won an eight-year BUR airport media concession that creates a near-term route to sustained OOH ad inventory and experiential offerings.

As the new partner for Hollywood-Burbank Airport (BUR), Clear Channel will deploy a digitally driven media network across the renovated terminal and leverage an existing roadside footprint across Greater Los Angeles to deliver unified campaigns. The agreement length (eight-year) and the tied rollout to the terminal debut (October 2026) create a defined commercialization window to activate high-resolution displays, anamorphic 3D-capable screens, and integrated roadside inventory.

Key dependencies and risks include the terminal delivery schedule, installation timelines for the nearly 100% digital platform, and the airport’s passenger flow levels; delays or constrained passenger throughput would directly affect impression volumes. The announcement references a Nielsen airport study and continued air travel strength, which supports advertiser interest but does not quantify contract financials or guaranteed loads.

Watch for three concrete milestones: (1) execution details and commercial rate cards when installation planning completes ahead of the terminal opening on October 2026, (2) proof points on measured campaign performance tied to the commissioned Nielsen study in the first 12 months post-launch, and (3) installation completion and go-live dates for UHD/anamorphic zones. These items will determine near-term revenue realization and advertiser demand over the initial 12–24 month commercialization phase.

Comprehensive Out-Of-Home Market Coverage Across Greater Los Angeles

LOS ANGELES and BURBANK, Calif., Dec. 4, 2025 /PRNewswire/ -- Clear Channel Outdoor's Airports Division, part of Clear Channel Outdoor Holdings, Inc. (NYSE: CCO), today announced that after a competitive procurement process, it was chosen as the new partner for Hollywood-Burbank Airport (BUR) to launch a state-of-the-art, digitally-driven media network. The new eight-year partnership and implementation of a dramatically reimagined advertising and sponsorship program coincides with the airport's long-awaited Elevate BUR project – an all-new terminal facility scheduled to debut in October 2026. 

BUR – one of Southern California's most convenient and vibrant gateways – is steps from the world's leading studios, entertainment brands and creative companies. Now, Clear Channel will elevate the airport's media environment to mirror that creative energy and extend brand storytelling from the terminal to the city streets and highways throughout the market.

Transforming the Airport Advertising Experience

Clear Channel's Airports team will create an immersive, Hollywood-inspired experience through:

1. Digitally Driven Media Network: A nearly 100% digital platform featuring themed design elements – like gold-trimmed frames evoking the glamour of Hollywood's golden age – seamlessly integrated into BUR's terminal architecture.
2. Anamorphic & UHD Displays: High-resolution screens capable of 3D anamorphic content and ultra-high-definition visuals strategically placed in key terminal zones.

A Seamless, 360° Connection for Brands

Through this competitive win and new partnership, Clear Channel Outdoor will offer advertisers a powerful dual-channel opportunity to reach business and leisure travelers. With a robust roadside presence across the Los Angeles metro area, including digital and printed billboards on key routes connecting to Burbank, brands can now engage travelers both in the air and on the ground – delivering continuous visibility from arrival to exploration, including along the coveted Sunset Strip.

This integrated network provides advertisers the ability to:

• Surround consumers at every touchpoint – from the airport terminal to city streets.
• Leverage dynamic, data-driven campaigns across high-resolution digital displays and billboards.
• Deliver brand consistency through unified creative and contextual targeting across environments.

A Contemporary Media Network Designed for Growth & Experiential Advertising

As the Elevate BUR project offers a modern new terminal that provides a premium level passenger experience, Clear Channel's media transformation will help BUR become a destination for brands eager to captivate audiences in motion. The new terminal will offer a variety of options for shopping and dining, upgraded restrooms, and more room to move about. A new ticketing lobby, baggage screening system, and updated TSA checkpoint will make it easier to get to the gates. For arriving passengers, a new baggage claim area will deliver an even smoother journey to their destination.

"Our vision is to turn Hollywood Burbank Airport into an iconic and immersive media showcase that celebrates the creative spirit of Los Angeles," said Morten Gotterup, President, Clear Channel Outdoor Airports Division. "We're combining design, technology, and storytelling to deliver premium opportunities for both national and local advertisers to reach travelers in meaningful, memorable ways."

Hollywood Burbank Airport is in the final stages of constructing its new passenger terminal that will completely replace the current facility with a modern and even more convenient terminal, including 355,00 square feet filled with new and modern features surrounding the 14 gates as the safety and comfort of passengers and employees is top priority. The new facility design includes added distance between airport runways and the terminal building. It also includes updates to meet current earthquake design and ADA accessibility standards. Passengers will also have a new parking structure with EV charging and a new on-airport access road.

Data-Driven Proof: Airport Media Drives Action

Adding on to this transformation at BUR, Clear Channel's newly commissioned Nielsen Airport Study reveals that airport advertising not only builds awareness but also drives measurable consumer action, especially among business decision-makers and high-frequency travelers. As air travel remains strong – even amid minor TSA-driven flight reductions – airports continue to provide a premium, uncluttered environment for brands to connect with consumers who are ready to engage.

With air travel expected to surge through the 2025 holiday season and into 2026, brands can harness this momentum through Clear Channel's national airport network and local outdoor platforms, reaching affluent, mobile audiences at scale.

About Clear Channel Outdoor Holdings, Inc.

Clear Channel Outdoor Holdings, Inc. (NYSE: CCO) is at the forefront of driving innovation in the out-of-home advertising industry. Our dynamic advertising platform is broadening the pool of advertisers using its medium through the expansion of digital billboards and displays and the integration of data analytics and programmatic capabilities that deliver measurable campaigns that are simpler to buy. By leveraging the scale, reach and flexibility of our diverse portfolio of assets, we connect advertisers with millions of consumers every month.

View original content to download multimedia:https://www.prnewswire.com/news-releases/clear-channel-outdoor-to-boldly-transform-digital-advertising-in-the-media-capital-of-the-world-at-new-hollywood-burbank-airport-bur-302632682.html

SOURCE Clear Channel Outdoor

FAQ

What did Clear Channel Outdoor (CCO) announce about Hollywood-Burbank Airport on December 4, 2025?

Clear Channel announced an eight-year agreement to build a nearly 100% digital media network at Hollywood-Burbank Airport tied to the Elevate BUR terminal project.

When will the Clear Channel digital media network at BUR be operational?

The program aligns with BUR’s new terminal debut scheduled for October 2026, which is when the full media transformation is expected to be in place.

How will Clear Channel Outdoor (CCO) reach Los Angeles audiences beyond the BUR terminal?

CCO will pair the airport network with a robust roadside presence of digital and printed billboards across the Los Angeles metro to extend campaigns from terminal to city routes.

What display technology will Clear Channel install at Hollywood-Burbank Airport (CCO)?

The rollout will include anamorphic and UHD high-resolution displays capable of 3D-style content and themed design elements integrated into terminal architecture.

Does Clear Channel cite evidence that airport ads drive results for advertisers?

Yes; Clear Channel references a newly commissioned Nielsen airport study saying airport advertising builds awareness and drives measurable consumer action, especially among business and frequent travelers.

Are there near-term risks for advertisers when investing in BUR media with CCO?

Near-term risks cited include minor TSA-driven flight reductions and the fact that the full media network rollout is tied to the terminal opening in October 2026.