Outdoor ad revenue down in second quarter

Outdoor advertising revenue fell 1.2 per cent year on year to £208.9 million in the second quarter of 2011, according to figures from the Outdoor Media Centre.

Outdoor advertising: drop in revenue
Outdoor advertising: drop in revenue

The OMC said that a boost in spend on digital and retail point-of-sale formats was mitigated by tough comparisons in the roadside sector.

Digital revenues were £29.8 million during the quarter, a rise of 10 per cent when compared with the second quarter of 2010. Digital now accounts for 14.2 per cent of all outdoor revenues, up from 12.8 per cent a year ago.

The roadside sector declined by 1.5 per cent year on year due to money spent around the General Election in 2010, while spending on point-of-sale and retail formats increased by 2.9 per cent.

Outdoor's biggest spenders came from a range of sectors. GlaxoSmithKline led the way and was followed by Marks & Spencer, BSkyB, Coca-Cola and Unilever.

Mike Baker, the chief executive of the OMC, said: "This quarter, outdoor has faced challenging circumstances, in the same way as other display media have, but revenues held up comparatively well. We were pleased to record only a small loss and, in fact, more than half of our 35 members enjoyed growth."