Outdoor Connection report finds drop in appeal of 48-sheets

The 48-sheet poster has lost its appeal, with 60 per cent of media directors and 30 per cent of creative directors believing the medium has gone out of fashion.

The 48-sheet poster has lost its appeal, with 60 per cent of media

directors and 30 per cent of creative directors believing the medium has

gone out of fashion.



Aggressive growth in the 6-sheet medium and the growth of ambient media

has put the 48-sheet sector in the shade.



These are the findings of a report which will be published by the

outdoor specialist, Outdoor Connection, in March. The report examines

why the sector has been underperforming and whether market perceptions

of the medium are flawed.



Stricter local authority planning regulations and the culling of poorer

quality sites by contractors has led to a 17 per cent decline in the

number of roadside 48-sheets over the past 15 years. Meanwhile, a

reduction in adspend by the motor, travel, drink and retail industry has

led to a stagnation in the sector’s revenue.



While the 6-sheet market has been particularly dynamic, Outdoor

Connection believes that 48-sheet owners should have put greater

investment into the medium to maintain sector growth.



Andrew Allerton, the director of Outdoor Connection, said: ’The 48-sheet

market has taken a severe battering over the past few years. Instability

in ownership, under-investment in stock and insufficient marketing have

all dented the industry’s confidence in the medium.’



Allerton is confident, however, that the market is set for a revival.

’The universe will get tighter and stronger, illumination levels will

increase and new ownership will provide much needed stability,’ he said.



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