Ambient adspend outstrips rest of outdoor

Advertising spend on ambient media continued to grow in 2001 despite the overall decline in the outdoor market, according to research from the outdoor specialist Concord.

Spend on ambient media rose by 12 per cent to top £100 million in 2001.

This compares with a decline in total outdoor spend of 3 per cent to a total of £677 million.

The growth in ambient advertising is expected to continue next year, with the market up by a further 10 per cent. In 2001, the transport sector experienced the most growth, with advertising on the Underground, train stations and bus stops up by 24 per cent to more than £30 million.

This was followed by the leisure sector, made up of cinema, sports stadia, pubs, parks and theme parks, which totalled £23.1 million.

In roadside advertising - mobile, six-, 48- and 96-sheets and phone box posters - the growth was 18 per cent.

Point-of-sale activity remained relatively static, dropping by £100,000 although the sector should experience an upturn and grow by 18 per cent to £23.7 million next year, according to Concord.

The biggest ambient sector next year will again be transport, which Concord expects to top the £34 million mark. This is despite the suspension of Viacom Outdoor's XTP cross-track projection, which was shelved indefinitely last week.

The Concord managing director, Nigel Mansell, said: "Ambient was the only sector that continued to grow last year - all other media being in decline. It was boosted by a 33 per cent revenue increase in new out-of-home digital innovations such as plasma screens. Digital will continue to be the fastest-growing format within ambient through 2002, this despite the postponement of XTP until 2003."