If you’ve driven down a highway lately, you’ve probably stared right at the source of Lamar Advertising's revenue without even thinking about it. While everyone is obsessing over AI chips and electric vehicles, this century-old billboard giant is just... growing. Honestly, it’s a bit of a throwback. But looking at the lamar stock price today, it’s clear that "old school" is still very much in style for investors who like dividends and dominant market positions.
The stock, trading under the ticker LAMR on the NASDAQ, has been hovering around the $129 to $130 range today, Tuesday, January 13, 2026. It opened the session at $129.72 and saw a bit of a climb toward $130.99 before settling back down slightly. It’s not the kind of wild, 20% swing that makes headlines, but for a Real Estate Investment Trust (REIT) focused on outdoor advertising, that stability is basically the whole point.
What is Happening With the Lamar Stock Price Today?
Investors woke up today to a fairly steady market for LAMR. The 52-week high is sitting up at $134.63, so we aren’t quite at the peak, but we are a long way from the $99.84 low seen over the last year. Basically, the stock is breathing. It’s consolidating.
One thing you've gotta realize about Lamar is that it isn't just a company that puts up posters. It is a massive landlord of the sky. They own over 363,000 displays across the U.S. and Canada. When you look at the lamar stock price today, you're seeing the market value a business that has high barriers to entry. You can’t just go out and build a billboard next to theirs; zoning laws and permits make it nearly impossible. It’s a literal moat made of steel and vinyl.
The Dividend Factor
Most people buying into Lamar aren't looking for a "moon" shot. They’re here for the checks. Today, the dividend yield is looking pretty healthy at around 4.77%.
Wait, let's talk about the payout. Just a few weeks ago, at the end of December 2025, the company distributed a quarterly dividend of $1.55 per share. They even tossed in a special "bonus" cash dividend of $0.25 for good measure. That brings the total annual payout to roughly $6.20 per share. When a company is handing out that much cash, the stock price usually finds a solid floor because income seekers won't let it drop too far.
Why Analysts are Saying "Hold" Right Now
If you look at the Wall Street consensus for the lamar stock price today, most experts—including folks at Morgan Stanley and JPMorgan—are leaning toward a "Hold" or "Neutral" rating.
Why? Because the stock is kind of fairly valued.
Morgan Stanley recently bumped their price target to $140, while the broader average target sits around $133. Since we are trading at roughly $129.80 as of this afternoon, there isn't a massive gap for a quick profit. It’s a slow-and-steady play. Citigroup is a bit more optimistic with a $145 target, but even they aren't screaming that it’s a "once-in-a-lifetime" steal.
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- The Valuation: Currently, the P/E ratio is sitting around 30.5.
- The Debt: REITs always carry debt, and Lamar has about $3.3 billion in senior notes. They actually just finished some refinancing in late 2025 to keep those interest rates manageable.
- Growth: They are targeting about $300 million in acquisitions for 2026. They aren't sitting still; they are buying up smaller billboard operators to keep the engine humming.
The Digital Shift and Future Risks
The real reason the lamar stock price today hasn't just flatlined is their digital transition.
Converting a traditional billboard to a digital one is like upgrading from a flip phone to an iPhone. Instead of one advertiser paying for a static sheet of vinyl for a month, you can have six or eight advertisers rotating every few seconds. It’s a license to print money. Ross Reilly, who just took over as President of the Outdoor Division on January 1st, 2026, is pushing hard on this front. They are even beta-testing automated buying platforms so local businesses can buy ad space as easily as they buy a Facebook ad.
But it’s not all sunshine.
The biggest risk? The "R" word. Recession.
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When the economy gets shaky, marketing budgets are usually the first thing to get chopped. If local businesses in Baton Rouge or Boise start feeling the pinch, those billboard spots might stay empty for a while. However, Lamar has a very diversified tenant base—everything from hospitals and lawyers to local restaurants—which helps them sleep a little better at night than companies that rely on a few "big tech" spenders.
What You Should Actually Do
Watching the lamar stock price today is useful, but don't get caught up in the minute-to-minute fluctuations. This is a "set it and forget it" type of stock.
If you’re an income investor, you’re looking at that dividend yield. If it stays above 4.5%, it’s generally considered a solid pick for a portfolio. If you’re a growth hunter, you might find the current $130 range a bit rich given the $133 average price target.
Keep an eye on the next earnings report. Analysts are expecting earnings to grow by about 6.4% this year. If they beat that number, you'll likely see the stock finally break through that $135 resistance level and head toward the $140s.
Actionable Next Steps
- Check the Yield Spread: Compare LAMR’s 4.77% yield against the 10-year Treasury. If the gap narrows too much, the stock might see some selling pressure.
- Monitor the Debt-to-EBITDA: The company likes to keep its leverage between 3.5x and 4x. If they start creeping above that to fund acquisitions, the stock might get punished by more conservative analysts.
- Watch the Digital Conversion Rate: The more boards they flip to digital, the higher their margins go. This is the single biggest "hidden" driver of the stock's long-term value.
Lamar is a boring business that makes a lot of money. In a market full of overhyped tech, sometimes boring is exactly what your brokerage account needs.