Outdoor Advertising Sets Its Sights On Recovery

Outdoor advertising revenue increased by 5.06% year on year during the third quarter of 2002, according to the latest figures from the Outdoor Advertising Association (OAA).

Despite the increase in difficult market conditions, OAA’s chief executive Alan James, warned: “Although we have turned a corner, the figures are steady as opposed to rocketing. I don’t think we will see a surge for at least 12 months.”

The growth was fuelled by consumer discretionary sectors; drink (+64%), entertainment (+53%), travel (+49%) and cosmetics (+47%). The positive figures will come as a relief for the outdoor industry which suffered a 10.85% drop in revenues during the first quarter of the year and a 1.9% year on year decline during the second quarter (see Outdoor Advertising Association Sees Signs Of Recovery).

James added: “Outdoor’s recovery is slow because of the slow lead-in times, for example now we are asking people to commit funds to ads for next February and March. We are the last into a recession, but also the last out, investors are nervous and unwilling to commit so far in advance.”

Commercial radio also recorded positive growth during the third quarter, with a 3.2% year on year increase in revenues (see Sponsorship And Promotions Boost Commercial Radio In Q3).

Outdoor Advertising Association: 0207 973 0315 www.oaa.org.uk

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