Rail And Metro Media Revenue Set To Top £142m
Revenue generated from rail and metro advertising has increased by over £50m in the last five years and should exceed £142m by the end of this year, according to a report published by Outdoor Connection.
The report, which defines rail and metro media as any advertising within stations or on national rail, underground or light rail networks, suggests that the medium could account for 20% of the total outdoor market by the end of 2002.
New technologies such as Maiden Outdoor’s Transvision screens and Viacom’s delayed cross-track projection system (see XTP System Will Not Launch This Year) have been identified as key growth areas and the report predicts that digital media will contribute to the sector’s overall expansion.
According to Outdoor Connection, entertainment and media advertisers have invested heavily in rail and metro advertising and now account for 23% of the market, spending more than £30m in 2001. This was followed by financial services, spending £16.3m during 2001 and then travel and retail brands, with £13m each.
Commenting on the report, Andrew Allerton, joint managing director of Outdoor Connection, said: “As long as audiences keep growing the medium is unlikely to experience any delays. Advertisers have latched on to the fact that this audience is healthy and wealthy.”
He added: “Changing travel patterns, the continued penetration of retail and leisure outlets into the rail environment and the development of new light rail systems all have beneficial implications for the whole outdoor medium. The growth and quality of the outdoor audience can only be further enhanced.”
Concord recently published a report showing that ambient media revenue rose 12% year on year in 2001 to reach £100.8m. The company credits new technologies and improved accountability for taking the sector forward and predicts that revenues for this year could reach £113.3m (see Ambient Revenue Topped £100m In 2001).
Outdoor Connection: 020 7307 9700 www.outdoorconnection.co.uk
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