Outdoor Advertising Association Sees Signs Of Recovery
Outdoor Advertising revenue for the second quarter of 2002 declined by 1.9% year on year to £173.6m, according to the Outdoor Advertising Association.
The results show a steady improvement from the 10.9% year on year drop in first quarter of 2002. Although, overall the figures revealed a 6.2% decline in the first six months of 2002, when compared with 2001.
Alan James, chief executive of OAA, told Newsline: “We take a positive view of the next six months for outdoor advertising. The worst appears to be over, although we may not be out of the woods yet.”
The total UK advertising market fell by 6% in the first quarter of 2002, although Outdoor Advertising has been relatively buoyant(see Feature: Outdoor Holds Onto Its Place In The Sun). Cuts to companies advertising budgets have benefited new advertising methods as brand owners continue to look for cheaper ways of getting the message across (see FT Lands Multi-Media Promotion With Mercedes-Benz). However, James does not believe online or SMS based advertising will affect outdoor advertising’s market share.
Outdoor Advertising Association: 0207 973 0315 www.oaa.org.uk
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