First Half Revenue Rises For Outdoor

The outdoor industry experienced a 3% rise in ad revenue in the first half of this year, according to the latest figures from the Outdoor Advertising Association (OAA).

Year on year analysis by the OAA reveals that outdoor revenue was up 14.6% year on year in Q1, but down 5.8% in Q2.

Chairman of the industry body, Matthew Carrington, explained: “The first half increase is due to the fact that outdoor is taking a larger portion of ad revenue than in previous times, as advertisers shift away from TV towards other mediums.” (see Ad Revenue On The Up For Outdoor)

Commenting on the drop in Q2 he said: “This was partly due to the date of the general election being moved, which drove a lot of advertisers away from the medium. There was also a general downturn in advertising.”

He added: “We haven’t got the Q3 results yet, but we think that we are performing better than the rest of the industry. However, it would be quite surprising if we weren’t affected by the current market trend.”

Separately, Carrington confirmed that the OAA’s director Ian McLellan has left to return to his independent industry constancy business. McLellan spent four years with the OAA on a three day a week basis and was responsible for statistics and research. He will continue to work with the body on specific tasks.

Outdoor Advertising Association: 020 7973 0315 www.oaa.org.uk

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