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Outdoor Advertising Breaks Records In 2004

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 our 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 spending £13.8 million. Last year’s top ten rating advertiser categories were lead by the entertainment and media sector at £139.7 million, with telecoms in second place at £74.5 million.

The biggest advertiser in Q4 2004 was BSkyB, spending £6 million on advertising and COI Communications, spending £5.5 million. Entertainment and media once again took top position for the last three months of the year, generating £39.8 million.

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Outdoor Advertising Association
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