Maiden Expands Transvision Network But Profits Dip
Maiden Outdoor has extended its Transvision Network with the launch of a new digital advertising screen at London’s Charing Cross railway station.
The new screen (pictured) is designed give advertisers optimum stand-out and is the fifth to be added to the LED Network, which is now capable of reaching 75% of people using London’s main terminal stations.
Maiden claims that commuters spend an average of 14 minutes at Charing Cross station, allowing advertisers to reach almost 2 million consumers in a two-week period. The majority of commuters that pass through the station fall into the affluent ABC1 demographic, which is highly sought after by the majority of marketers.
Back in January Maiden secured a deal for BBC News 24 to broadcast across its Transvision Network of screens, which are expected to launch regionally in Birmingham, Manchester, Leeds, Glasgow and Edinburgh later this year (see Maiden Secures BBC News 24 For Transvision Network).
The outdoor contractor also announced its full year results this morning showing a pre-tax loss of £1.1 million during 2002, down from 0.2 million in 2001. Group sales increased by 2.3% to £82.1 million during the same period, but chief executive, Ron Zeghibe, said that he remains cautious about prospects for the rest of the coming year.
He added: “These results reflect the continued difficulties experienced by the media industry as a whole during 2002. Despite this, the outdoor medium is continuing to outperform its rivals and Maiden is maintaining its strong position within the sector.”
The latest figures from the Advertising Association show that the outdoor industry saw expenditure increase by 1.9% year on year during 2002 to £690 million (see Outdoor Growth Boosts UK Adspend During 2002).
Recent figures from outdoor buying company, Blade, show that digital outdoor fared relatively well last year, with Maiden and Translucis leading the market in terms of revenue generation. However, Blade notes that Viacom’s XTP system and in-store screens are needed to make this sector account for any real share of the market (see Out Of Home Billings Grew By 2.5% During 2002).
Maiden: 020 7838 4000 www.maiden.co.uk
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