Outdoor Revenue Up 3% In H1, Says OAA
The outdoor industry experienced a 3% rise in ad revenue in the first half of this year, according to the latest figures from the Outdoor Advertising Association (OAA). Year on year analysis by the OAA reveals that outdoor revenue was up 14.6% in Q1, but fell by 5.8% in Q2.
The fall in Q2 was partly a result of the date of the general election being moved, driving advertisers away from the medium, along with the more general downturn in advertising at this time.
Carrington added: “We haven’t got the Q3 results yet, but we think that we are performing better than the rest of the industry. However, it would be quite surprising if we weren’t affected by the current market trend.”
An average of forecasts for the outdoor sector predicts a 6% growth during 2001. This outperforms every other media sector and the market average of just 0.5%.
| 2001 UK Adspend Growth Forecasts, By Medium | ||||
| ÂÂ | Advertising Association, Mar 2001 | ABN Amro, Aug 2001 | Zenith Media, Jun 2001 | Average |
| Television | 2.0 | -4.3 | -4.7 | -2.3 |
| Radio | 9.5 | 0.4 | 5.0 | 5.0 |
| Outdoor | 7.8 | 3.1 | 7.0 | 6.0 |
| Press* | – | – | 0.1 | 0.1 |
| Newspapers | 4.5 | -1.7 | – | 1.4 |
| Magazines | 3.5 | 1.6 | – | 2.6 |
| TOTAL | 3.9 | -1.6 | -0.8 | 0.5 |
| *includes Newspapers and Magazines | ||||
| Sources: AA, ABN Amro, Zenith Media, MediaTel Insight | ||||
