Media and entertainment are outdoor’s big spenders

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.

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

year.



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

million.



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.’



Outdoor expenditure

 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



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