48-sheet market on verge of renaissance, claims report

Out-of-fashion 48-sheets are set to recapture their sex appeal, Outdoor Connection is claiming.

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

fashion’.



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

48-sheets.



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

wrong.



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.’



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