The recent pandemic has adversely affected the OOH media. In 2019, the industry was worth as much as Rs.3910 crore. Due to Covid, the revenue fell down to Rs.1560 crore in 2020. It is expected to return to its pre-Covid level in 2024. In early 2021, many FMCG brands, real estate and automotive companies invested in OOH advertising. There were signs of recovery. Later, with the second wave, the situation worsened. Market spends were diverted to digital and TV. Clients demanded discounts on existing contracts. Companies have been retaining marquee locations and cutting on low-ROI locations.