Outdoor Turns In Strong Second Half

Outdoor advertising revenues grew by 12.7% in the second half of 1999, compared to the same period a year earlier. This represents a near doubling of the industry forecast growth of 7.7%, predicted by the Advertising Association.

Ian McLellan, director of the outdoor advertising association, commented: “The much larger then expected growth of outdoor in the second half of last year is a result of the innovation and professionalism of the industry with new ideas, new products and demonstrable audience delivery. This allowed the industry to bounce back from a difficult first half of the year [see Outdoor Advertising Expenditure Fell In First Half] when outdoor growth reflected concerns about the overall economy. Growth overall for 1999 was a very creditable 6.6% over 1998.”

The Association predicts a bright future for outdoor in 2000, forecasting a further 10.6% growth in the sector compared with 6.8% for the advertising industry as a whole. It predicts it will benefit from “the strength and duration of the internet boom and [says that] we must expect the outdoor medium to retain its recent rate of growth over the forecast period.”

Advertising Association: 020 7973 0315