Outdoor Revenue Falls But Outlook Is Positive

Revenue for the outdoor industry was down by 2.5% in 2001 but the medium is expected to rise out of the downturn with 4% growth in 2002, according to a report by outdoor buying company Blade.

The research shows that revenue for the entire outdoor medium had fallen to £670m last year. However, Blade forecasts that 2002 will be a more positive year with revenue rising to £698m as the industry returns to the “robust growth levels” experienced prior to the dotcom boom and bust.

Nick Maddison, joint managing director of Blade, said: “Outdoor is likely to be the first medium to snap back to normality. Rather than making knee jerk reactions, the industry pressed on with exciting developments and improvements, many of which will be the drivers of growth in 2002.”

According to the figures, outdoor rates were strong in the first quarter of 2001 and were up 21% on the previous year. However, they decreased for the rest of 2001 by as much as 15% year on year.

Roadside and ambient advertising were badly affected by the difficult economic conditions, although the giant-poster sector fared better than any other during 2001. Bus and taxi advertising experienced “modest growth” over the course of the year with Taxi Media consolidating the taxi business following the merger with Barnett’s last March (see More Group Expands Taxi Advertising Interest).

Blade: 020 761 21300

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