Outdoor achieves 3.1% growth in Q1, 2012
Digital, retail, transport sectors up substantially year on year
May 3, 2012. The Outdoor Media Centre today announces that UK outdoor revenues for the period Jan-March 2012 reached £213m, up 3.1% year on year.
Mike Baker, CEO of the Outdoor Media Centre says:
“This quarter sees the biggest growth spurt in a year for outdoor, this was a good quarter for transport and retail especially. We’ve also seen increased investment across a wide range of important categories.”
Categories spending more in Q1 2012 than in the previous year included telecoms, drink, retail, travel, entertainment, clothing, cosmetics and personal care, and household equipment.
Overall the ten biggest outdoor advertisers were British Sky Broadcasting, Vodafone, Glaxosmithkline, Everything Everywhere, Kentucky Fried Chicken, Warner Bros, McDonalds, Nestle, Virgin Media, and E1 Entertainment.
Digital revenues were up 42% to £35.5m for the quarter, reflecting advertisers’ increasing adoption of new technology in their outdoor campaigns, more interactivity and connectedness with social media, as well as continued investment by media owners in new plant. Digital now makes up 16.7% of all outdoor revenue. Analysis by the Outdoor Media Centre shows the breakdown of digital revenues by environment as follows: transport (chiefly subway, rail and airport) made up 46%, roadside (large format LED billboards, spectaculars, and 6 sheets) 31%, and the retail and leisure sector (including malls, gyms etc) accounted for 24%.
Outdoor has now enjoyed three consecutive quarters of growth.
