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.