Media and entertainment has become the biggest spending category in
outdoor advertising, overtaking the automotive sectorfor the first time,
according to research by the poster buying specialist, Concord.
Buoyed by the heavy-weight poster campaign that launched Channel 5 last
year, the media and entertainment sector spent pounds 59.6 million on
outdoor advertising in 1997.
New expenditure figures from Media Monitoring Services reveal that
Channel 5 spent pounds 5.4 million.
Other major advertisers boosting the sector’s revenue in 1997 included
Polygram Films, spending pounds 4.4 million, Buena Vista International,
spending pounds 3.9 million, Channel 4 on pounds 3.8 million and Cable &
Wireless, which spent pounds 3.8 million.
Meanwhile, drinks companies’ shift away from outdoor spending continued
as spirits in particular moved into television following the lifting of
a voluntary ban on TV commercials for spirits. Poster expenditure fell
by almost 24 per cent as a result.
The automotive sector, which has traditionally been the biggest spending
outdoor category, dropped to second place, with spend down by almost 17
per cent with Toyota, the biggest spender, committing pounds 7.7
million, compared with just under pounds 5 million from Nissan and
pounds 4.8 million from Ford.
The figures also reveal a shift by food manufacturers on to outdoor,
driven to the medium by the rising cost of advertising on ITV last
Spending from the food sector was up 11 per cent.
Nestle was outdoor’s largest advertiser, spending more than pounds 11
million on the medium, with Unilever in second place with pounds 10.2
Similarly, cosmetics and toiletries companies increased their use of
posters, this time at the expense of magazines, nearly trebling their
spend to pounds 18.4 million.
According to Alan Simmons, the chairman of Concord: ’TV and press
audience fragmentation have made outdoor a more attractive proposition
to advertisers than ever.’
Rank Category Spend 97 Spend 96
97 96 (pounds m) (pounds m)
1 2 Entertainment/Media 59.6 56.7
2 1 Motors 58.4 70.2
3 4 Food 33.4 30.0
4 6 Business/ Industrial 31.6 19.8
5 7 Retail 24.7 18.0
6 5 Finance 24.1 29.4
7 3 Drink 23.2 30.4
8 13 Cosmetics and Toiletries 18.4 6.4
9 8 Government/Social and Political 15.4 14.0
10 9 Travel/Transport 15.2 11.4
Total 337 324.7
Source: MMS(Excluding Tobacco,/Buses/Labour Party)
Data analysis: Concord