Advertisers Hit The Bar In A Big Way During 2003

Bar advertising is becoming an increasing popular way to reach young, affluent consumers and the medium is expected to see revenue grow significantly by the end of this year.

The latest forecasts from pub media operator, Hi-Tech Solutions, suggest that the UK bar advertising market will grow by 9% over the next six months to reach the key £5 million mark by the end of 2003.

The medium, which was worth just £100,000 in 1996, has enjoyed sustained growth over the last few years, with the economic downturn forcing advertisers to seek more cost-effective ways of reaching consumers.

Rick Weir, marketing director of Hi-Tech Solutions, said: “Bar advertising is one of the most buoyant media sectors. £5 million from ads in loos, who would have predicted that?”

He added: “The thing that brings brands to the medium time and time again is that it perfectly hits young, socially active folk, whilst out being socially active. Also by default it hits 18-34 year old opinion formers, whilst out discussing and sharing opinions. It’s the perfect social junction for advertisers.”

Despite its increasing prominence in the marketing mix, bar media could be hit by Government plans to crack down on alcohol advertising, with a public education campaign designed to combat the growing problems posed by alco-pops and other products targeted at younger drinkers (see Government Considers Clampdown On Alcohol Advertising).

Hi-Tech Solutions: 0161 968 8800 www.hi-tech.co.uk

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