All sectors enjoyed good growth, and digital revenues showed a significant increase.
With two quarters of strong growth in 2010, outdoor finishes the first half of the year in good shape, 16.2% up on Jan-June 2009.
Categories contributing to the growth in Q2 include retail (including M&S, H&M, Asda), motors (Vauxhall, Renault, BMW), food (Kellogg’s, Cadburys, Mars) finance (RBS, Nationwide, Lloyds), and computers (Samsung, RIM, SAP).
Large formats have again performed especially well, with World Cup campaigns contributing to the rise. Brand count is up 11 per cent, and 95 per cent of the top advertisers use outdoor amongst their media mix.
A particular feature of this quarter is the growth of revenues from digital screens, which reached 12.8 per cent of total outdoor. This is the first time digital revenues have broken the ten per cent barrier. One pound in every eight spent on outdoor now goes onto a digital screen. Transport digital screens still lead the way in absolute revenues but some of the biggest gains have taken place in the roadside and retail digital sectors.
“We are delighted to be seeing the second quarter of strong growth, suggesting that outdoor has formally exited the recession,” said Mike Baker, CEO of the Outdoor Advertising Association. “We have posted double-digit gains across all environments. The near 18 per cent growth for outdoor regains most of the ground we lost in 2009, and shows that confidence is returning.”
About The Outdoor Advertising Association (OAA)
The Outdoor Advertising Association (oaa.org.uk) aims to be a gateway to the world of outdoor media. Its role is to protect and advance its members’ relationship with the advertising community, the public and national and local government. Council members are CBS Outdoor Ltd., Clear Channel UK Ltd., JCDecaux UK Ltd and Primesight Ltd.