Strong second half of year for outdoor

Outdoor buying specialists are predicting a strong second half of the year for the outdoor advertising sector despite a disappointing second quarter.

Predictions of significant revenue growth follow figures from the Outdoor Advertising Association indicating that gross revenue in the second quarter of 2006 increased by just 0.6 per cent year on year to £223 million.

The outdoor buying specialist Kinetic predicted that revenues in the third quarter will increase by 3 per cent, while the fourth quarter will see a 4.5 per cent boost.

James Copley, the client development director at Kinetic, said June was particularly difficult because of the World Cup: "Traditionally, advertisers are discouraged from spending on outdoor during a major football tournament. The impact was compounded by the dramatic downturn of TV advertising revenues, which tends to have a knock-on effect on outdoor."

Copley said fourth-quarter space was selling earlier than usual due to new incentives introduced by media owners. "All the indications point to a buoyant second half," he said.

Copley added that October is expected to be "very strong" due to a surge in billboard bookings.

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