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UK Outdoor To Show Good Growth In 2002

UK Outdoor To Show Good Growth In 2002

Revenue for the outdoor industry was down by 2.5% in 2001 but the medium is expected to rise out of the downturn with 4.2% 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 £670 million last year. However, Blade forecasts that 2002 will be a more positive year with revenue rising to £698 million as the industry returns to the ‘robust growth levels’ experienced prior to the dotcom boom and bust.
UK Outdoor Advertising Spend (£m) 
       
  2001  2002F  % growth 
Blade 670 698 4.2
Advertising Association 695 714 2.7
Average  683  706  3.5 
       
Source: As above, January 2002 

The Advertising Association’s 2.7% growth forecast for 2002 is not as optimistic as Blade’s 4.2%. The two average at 3.5%.

Nick Maddison, joint managing director of Blade, says: “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, up 21% on the previous year. However, they begun to decrease 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.

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