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Outdoor Roadside Achieves Record Audiences In 2001, According To JCDecaux

Outdoor Roadside Achieves Record Audiences In 2001, According To JCDecaux

Record numbers of people were exposed to outdoor roadside advertising in 2001, with audiences rising 2.6% year on year and the number of impacts up by 150 million per week to over six billion, according to a report from outdoor contractor JCDecaux.

The Poster Track Study shows that the average level of prompted awareness for an outdoor campaign has been steadily increasing over the last five years and has now reached 41%.

JCDecaux’s marketing director, David McEvoy, said: “What we have discovered is a real boost to the whole outdoor industry. The medium is proven to be more effective than ever before, and, excitingly, this effectiveness has dramatically increased year on year. It gives a positive message to advertisers: that outdoor is thriving and continues to offer excellent value for money.”

A recent report by outdoor buying company Blade, showed that revenue for the outdoor industry was down by 2.5% to £670 million in 2001, but forecast that the medium would rise out of the downturn with 4.2% growth in 2002 (see UK Outdoor To Show Good Growth In 2002).

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