Outdoor expenditure by the retail sector has grown dramatically over the last few years, nearly doubling since 1994 from £19 million to £35 million in 1997. Retail advertisers now account for 7.4% of all outdoor revenue, according to the latest figures from Poster Publicity Ltd.
The figures also show that fashion retailers spend the biggest proportion of their media budget on outdoor in the retail sector (30%) , with fast food and chain restaurants coming second with 20.5%. The electrical retail sector spends less than 3%, as do furnishing and furniture shops.
In terms of the type of outdoor retailers are using, buses take 28% of spend, 6 sheets take 29%, 48 sheets take 26% and the Underground takes 17%.
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