Out-of-fashion 48-sheets are set to recapture their sex appeal,
Outdoor Connection is claiming.
In a report on the format, the poster specialist revealed that attitudes
to 48-sheets are highly polarised. While creatives still like them, more
than 60 per cent of media buyers believe 48-sheets are ’out of
They have, according to the report, increasingly shunned them in favour
of 96- and 6-sheets.
The report finds that the share of outdoor spend on 48-sheets has
dropped from 50 per cent to just 34 per cent between 1995 and 1999. This
slump is attributed to the decline of roadside posters and increasing
competition from 6-sheets and ambient media.
Outdoor Connection also concludes that the move away from ’booze and
baccy’ advertising - traditional staples of the format - has hit
But the report also demonstrates that 48-sheets have enjoyed a sizeable
investment in quality, and the old perception that a ’standard’ quality
48-sheet campaign must include some ’premium’ quality sites is
In addition, 48-sheets are increasingly well-located, according to the
report, and are benefiting from the growth in road traffic. Many poorer
48-sheet sites have been culled.
Andrew Allerton, director of Outdoor Connection, said: ’The 48-sheet
market has taken a battering over the last few years, but 2000 will see
its revival. The universe will get stronger, illumination levels will
increase and new ownership will provide stability.’