Outdoor Adspend Drops And Entertainment Is Biggest Spender Say CIA MediaLab Findings

Three out of the top four brands by adspend in outdoor advertising dropped the amount they spent year on year during 2000, according to the latest figures from CIA MediaLab. Top spender McDonalds dropped its spending from £9m for the year ending August 1999 to £5m for the year to August 2000, a 44% drop. The Royal Mail’s services range, with the third highest adspend reduced its 1999 figure of £7m by 40% to £4.2m this year and Channel 4 reduced its adspend from £4.8m during 1999 to £3.7m in 2000, a fall of 21%.

The only brand among the top four to increase spending was Nescafé, in the number 2 spot. Its spending grew from £1.5m in 1999 to £4.5m in 2000, an increase of 192%.

Entertainment and media companies invest the largest share of the total in outdoor media- 13%. The second largest group is food companies, reflected in the fact that both the top brand by adspend- McDonalds -and the top advertiser -Nescafé – fall into this category.

The majority of outdoor adspend- a total of £185m or 41% of the total -was concentrated in London, which attracted three times spending as the next most popular region, the Midlands. This reflects the larger number of sites the capital has compared to other areas. However, all regions saw a drop in adspend year on year, with adspend in London falling 29%. The only exception was North Scotland, which came second from last in terms of total adspend in the regions, but with £2.8m, saw a year on year increase of 21%

CIA MediaLab: 020 7803 2000

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