Outdoor achieves 1.1% growth in Q1, 2011- Fifth consecutive period of revenue growth
The Outdoor Media Centre today announces that UK outdoor revenues for the period Jan-March 2011 reached £206.5m, up 1.1% year on year.
“This quarter has seen outdoor challenged in the same way as other display media”, said Mike Baker, CEO of the Outdoor Media Centre. “We were up against some tough comps with the election and significantly higher Government spending last year in Q1.”
Overall the ten biggest outdoor advertisers were British Sky Broadcasting, Universal Pictures, Paramount Pictures, Tmobile, Natwest, Kellogg, Mcdonalds, KFC, Nokia, and Lloyds TSB.
Categories spending more in Q1 than in the previous year included entertainment, computers, motors, food, and media.
Digital revenues were up 31% to £25.1m for the quarter, reflecting new investment in digital and the conversion of traditional sites to digital in rail, airport, subway and retail environments. Digital now makes up 12.1% of all outdoor revenue. This quarter, the Outdoor Media Centre is for the first time releasing the breakdown of its digital revenues by environment, as follows: transport (chiefly subway, rail and airport) made up 50%, roadside (typically large format LED billboards and spectaculars) 28%, and the retail and leisure sector (including malls, gyms etc) 22%.
The other standout performance was banner formats which reached £4.5m for the quarter, up 30% year on year.
Outdoor has now enjoyed five consecutive quarters of growth.
