Outdoor Rates Forecast

According to the latest Outdoor Rates Forecast from Concord, for Q3 1994, the upturn in advertiser demand for outdoor space is continuing. Two signs of this are; there is a new premium-rated tier of high quality illuminated 96-sheet supersites emerging in the market, and the 48-sheet sector is virtually sold out for the third quarter of this year.

Concord forecasts that rates in the third quarter will be up 12% year on year. Signs for the fourth quarter are encouraging and a 20% increase is predicted. Overall rates are now expected to be 15% up on 1993.

Steve Wilson, Strategic Buying Director at Concord, said, “For some months we have had a two-tier 48-sheet market as contractors have charged more for their premium illuminated products. Supersites will experience the same phenomenon towards the end of the third quarter when the evenings start to lengthen. We expect the premium packages to start to command 15% to 20% more than standard sheetage.”

CONCORD OUTDOOR RATES FORECAST FOR 1994 AGAINST 1993

Contact: Steve Wilson Concord 071 434 9434