Cars And Films Boost Outdoor Income
The Outdoor Resource Centre has published the industry spending figures compiled by Concord for February 2001. These showed that despite tales of automotive advertising slumps in the US, in the UK car manufacturers remain high up in the top spenders on the outdoor medium. Three out of the top five spenders in the front two weeks on roadside outdoor sites were car manufacturers, including Rover, which spent over £1m promoting its Rover 45 on 48 and 96 sheet sites, Fiat, which spent £850,000 on the Multipla, and Peugeot, which spent well over £800,000 on the 106. During the back two weeks 6 sheets took over as the size most money was spent on, led by Buena Vista’s promotion of children’s film The Emperor’s New Groove. Vauxhall also pushed its price promotion through over £1m-worth of 6 sheet advertising.
| Top Spenders In Roadside Outdoor- February 2001 | |||||
| FRONT 2 WEEKS | 6’s | 48’s | 96’s | N/R/L | £000’s |
| P&G – PANTENE | 6,753 | N | 1,204 | ||
| ROVER 45 | 3,500 | 26 | N | 1,261 | |
| FIAT – MULTIPLA | 1,664 | 150 | N | 851 | |
| FISH4.CO.UK | 1,600 | N | 838 | ||
| PEUGEOT – PEUGEOT 106 | 4,000 | N | 819 | ||
| SMITHKLINE BEECHAM – SOLSTIS | 3,950 | N | 760 | ||
| VIRGIN DIRECT | 3,911 | 10 | N | 736 | |
| ROYAL MAIL | 1,350 | N | 708 | ||
| THOMAS COOK HOLIDAYS | 3,038 | N | 687 | ||
| UIP – HANNIBAL | 500 | N | 640 | ||
| BACK 2 WEEKS | 6’s | 48’s | 96’s | N/R/L | £000’s |
| BUENA VISTA – EMPEROR’S NEW GROOVE | 7,010 | N | 1,169 | ||
| DSG – FREESERVE | 7,308 | N | 1,067 | ||
| VAUXHALL – PRICE PROMOTION | 6,637 | N | 1,042 | ||
| FISH4.CO.UK | 1,600 | N | 838 | ||
| MCVITIES – HOB NOBS | 4,649 | N | 824 | ||
| BRITANNIC MONEY | 925 | 200 | N | 779 | |
| TUNISIAN TOURIST BOARD | 344 | 1,400 | 100 | N | 758 |
| VAN DEN BERGH FOODS – EAST WEST NOODLES | 5,232 | N | 700 | ||
| LANDROVER – FREELANDER | 560 | N | 665 | ||
| SIEMENS – MOBILE PHONES | 1,185 | N | 640 | ||
| Excludes line-by-line selected sites. *Figures calculated from rate cards. Key: N = National, R = Regional, L = London only | |||||
| Source: Concord | |||||
Film campaigns also produced significant spending figures in transport during February, with promotion of Proof of Life in London using £100,000-worth of taxi or L-side bus sites in the back 2 weeks. Mel Gibson’s What Women Want was the top spender in the front 2 weeks with a national bus and taxi-side campaign spending £300,000. Seasonal advertising from Cadbury’s for its Creme Eggs represented a total of over £600,000 throughout the month on taxi and bus-side advertising.
| Top Spenders In Transport Outdoor – February 2001 | |||||
| FRONT 2 WEEKS | 6’s | T’s/L’s | S-sides | N/R/L | £000’s |
| ICON FILMS – WHAT WOMEN WANT | 1,300 | N | 306 | ||
| CADBURYS – CRÈME EGG | 2,150 | N | 301 | ||
| NORWICH UNION | 2,000 | N | 275 | ||
| MCVITIES – TUBE | 1,950 | N | 190 | ||
| VIRGIN DIRECT | 570 | L | 124 | ||
| VODAFONE | 210 | L | 112 | ||
| BACK 2 WEEKS | 6’s | T’s/L’s | S-sides | N/R/L | £000’s |
| CADBURYS – CRÈME EGG | 2,150 | N | 301 | ||
| NORWICH UNION | 2,000 | N | 275 | ||
| MCVITIES – HOB NOBS | 1,950 | N | 263 | ||
| M&G SECURITIES | 827 | L | 175 | ||
| FIDELITY | 600 | L | 120 | ||
| WARNER BROS – PROOF OF LIFE | 620 | L | 109 | ||
| Excludes line-by-line selected sites. *Figures calculated from rate cards. Key: N = National, R = Regional, L = London only | |||||
| Source: Concord | |||||
As would be expected, FMCG companies dominated spend on Point-Of-Sale advertising. McVities spent £240,000 promoting its new “tube” packaging during the front two weeks, and continued with a further £114,000 for Hobnobs in the back two weeks. The British Egg Council was the top spender in the front two weeks with £771,000, while SCA Hygiene’s Velvet Toilet Tissue spent £475,000 to head up the back two weeks.
The exceptions to the FMCG rule were Sainsbury’s One Mobile phone, on which 73,000 was spent in the front two weeks. The Tunisian Tourist Board spent £721,000 on point of sale during the back two weeks, while the Central Office of Information (COI) spent £74,000 in the same time period raising disability awareness.
| Top Spenders In Point-Of-Sale Outdoor – February 2001 | |||||
| FRONT 2 WEEKS | 6’s | Nozzles | N/R/L | £000’s | |
| BRITISH EGG COUNCIL | 3,128 | N | 771 | ||
| MCVITIES – TUBE | 1,093 | N | 241 | ||
| WEETABIX – ADVANTAGE | 467 | N | 104 | ||
| NEW COVENT GARDEN SOUP CO | 330 | N | 99 | ||
| SAINSBURYS – ONE MOBILE PHONE | 220 | N | 73 | ||
| SAINSBURYS – EXPRESS PIZZA’S | 120 | N | 40 | ||
| NIVEA – NIVEA SOFT | 180 | N | 29 | ||
| P&G – PANTENE | 125 | N | 29 | ||
| BACK 2 WEEKS | 6’s | Nozzles | N/R/L | £000’s | |
| SCA HYGIENE – VELVET TOILET TISSUE | 1,595 | N | 475 | ||
| VAN DEN BERGH FOODS – EAST WEST NOODLES | 1,080 | N | 310 | ||
| TUNISIAN TOURIST BOARD | 577 | N | 121 | ||
| MCVITIES – HOB NOBS | 346 | N | 114 | ||
| DAIRY CREST – CATHEDRAL CITY CHEESE | 272 | N | 76 | ||
| COI – DISABILITY | 480 | N | 74 | ||
| Excludes line-by-line selected sites. *Figures calculated from rate cards. Key: N = National, R = Regional, L = London only | |||||
| Source: Concord | |||||
Outdoor Resource Centre: www.outdoor-resource-centre.com
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