OAA figures reveal a reduced decline for outdoor ad revenue

Advertising revenue from the outdoor sector improved in the second quarter of the year bringing the total spend on the media to £173.6 million, according to the Outdoor Advertising Association.

Figures supplied by the OAA's council members and associate members show a decline of 1.9 per cent on the same period last year. This compares with a period-on-period decline of 10.9 per cent during the first quarter of the year.

The OAA's chief executive, Alan James, said he thought outdoor's revenue looked buoyant after a slow start to the year and he was hopeful for continued recovery in the third quarter.

Posterscope's buying director, Mungo Knott, added that the figures were a demonstration of the improving market.

The television market virtually mirrors these figures - it was down 9.4 per cent over the first quarter and just 1.6 per cent in the second, with some stations performing markedly better than others.

"The latest decline in ITV's audiences and the increasing fragmentation of commercial viewing will establish even more firmly that outdoor is now the last broadcast medium, James said. "What is happening to ITV's audience is a long-term problem for it and increasingly advertisers will look to multimedia solutions in order to talk to their customers. Outdoor is well-placed to play an important role in this."

But Knott was more cautious. "We are looking forward to positive figures for the second half of the year, but these figures are relative to an underperforming second half in 2001.

Our full-year forecast is for no more than minimal growth on 2001, he commented.

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