Record Numbers Exposed To Roadside Ads

Record numbers of people were exposed to roadside advertising in 2001, according to a report from JCDecaux, which shows that the roadside audience rose 2.6% year on year from 2000 to 2001 and that the number of impacts rose by 150 million per week to over six billion.

JCDecaux’s 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 £670m in 2001, but forecast that the medium would rise out of the downturn with 4% growth in 2002 (see Outdoor Revenue Falls But Outlook Is Positive).

JCDecaux: 0207 298 8000 www.jcdecaux.co.uk

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