Outdoor Advertising Breaks Records In 2004

Outdoor advertising revenue broke new records in 2004, with the gross figure for the last quarter of 2004 reaching £234,95 million, a 2.7% increase on 2003, according to the latest figures released by the Outdoor Advertising Association (OAA).

Commenting on the data, Alan James, chief executive of the OAA said: “It is the highest quarterly revenue figure ever achieved by the outdoor industry. Outdoor in 2004 enjoyed a year on year increase of 7.8%, a figure that most other media will find hard to match.”

He continued: “Although the final total display revenue for 2004 has yet to be released, we are confident that outdoor’s share will out-perform expectations and deliver a share comfortably in excess of 9%. Our target of 10% is now firmly within out sights.”

The OAA revealed that total gross revenue for 2004 was £847,77 million, a 7.8 increase on the figures for 2003.

For 2004, the top ten outdoor advertisers included Lever Faberge Home Care, generating £21.2 million, Lever Faberge Personal Care at £15.2 million, mobile phone company O2 with £14.0 million and COI Communications bringing in £13.8 million. Last years top ten rating advertiser categories were lead by the entertainment and media sector at £139.7 million, with telecom in second place at £74.5 million.

The strongest advertiser in Q4 2004 was BSkyB, spending £6.0 million on advertising and COI Communications, with £5.5 million. Entertainment and Media once again took top position for the last three months of the year, generating £39.8 million.

Outdoor Advertising Association: 0207 973 0315 www.oaa.org.uk

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