US Outdoor Revenue Falls 4.6% In H1
Outdoor advertising spend in the US fell by 4.6% in the first half, according to the latest data from the Outdoor Advertising Association of America (OAAA).
The OAAA says that the decline does not paint as bleak a picture as might first seem to be the case, as many other media – which are now showing some slight return to growth – were already in decline in H1 2001. Outdoor, by contrast, was holding steady at this point and did not move into decline until later in the year. As a result, a ‘rebound’ is expected for the sector during the third and fourth quarters of this year.
For comparison, a breakdown of H1 2002 ad revenue figures from CMR is shown below. CMR forecasts that US outdoor will show a 1.0% revenue decline for the full year.
| AD SPENDING BY MEDIA: FIRST HALF 2001 VS 2002 | |||
| Jan-Jun 2001 ($m) | Jan-Jun 2002 ($m) | % Change | |
| Network TV | 9,971 | 10,388 | 4.2% |
| Spot TV | 6,940 | 7,215 | 4.0% |
| Cable TV | 5,480 | 4,949 | -9.7% |
| Syndication-National | 1,618 | 1,414 | -12.6% |
| Spanish Lang. TV | 757 | 959 | 26.7% |
| Cons./Sunday Mags | 8,677 | 8,359 | -3.7% |
| B2B Magazines | 3,226 | 2,555 | -20.8% |
| Local papers | 8,953 | 9,519 | 6.3% |
| National papers | 1,560 | 1,460 | -6.4% |
| Radio | 3,873 | 4,165 | 7.5% |
| Internet | 1,504 | 1,532 | 1.9% |
| Outdoor | 1,224 | 1,168 | -4.6% |
| Source: CMR, August 2002 | |||
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