Ambient Revenue Topped £100m In 2001
Ambient media revenue rose 12% year on year in 2001, to reach £100.8m. Concord’s Ambient Media 2002 report, from which these figures are taken, credit new technologies and improved accountability for taking the sector forward, and predicts that revenues for this year could reach £113.3m.
Nigel Mansell, Concord’s managing director, commented: “Ambient reaching £100m is a truly deserved landmark- its popularity is undeniable. With integrated channel planning and media neutrality now to the fore, Ambient is being considered by a wider range of advertisers as an effective communication solution.
*Forecast
Concord puts the achievement of this ‘milestone’ down to the “increased efforts from contractors to satisfy advertiser requirements for improved accountability, service, presentation and development as well as its ability to target niche audiences.”
There are now over 400 ambient media owners operating in the UK. For the third year running the largest sector was transport, which attracted £30.3m in revenue, increasing its market share by 30%. Then came Leisure, with £23.1m and Point of Sale with £20.1m.
The ambient poster format represents 53% of total ambient media revenue. It saw 29% growth during 2001, driven, says Concord, by key formats such as banners, trolleys and washroom posters improving their accountability.
Digital ambient saw the fastest growth of last year, increasing year on year by 33% to £9.2m. It is expected that this figure will grow to £12.2m during this year, although this is £7m less than earlier predictions which took high hopes for the now-delayed XTP service into account.
Despite the overall growth, not all formats had a good year last year. Distributive ambient revenues dropped from £22.4m to £20.7m, although 14% growth is predicted for this year. Sponsorship dropped from £10.6m in 2000 to £8.9m in 2001, while Aerial fell from £3.3m to £2.7m. Concord commented: “With an increased acceptance of measured consumer channels, unmeasured media opportunities are having to fight harder for their place on the media schedule.”
Concord: 020 7543 4444 www.concord.co.uk
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