Outdoor adspend continues to grow

The outdoor advertising market has continued its pattern of growth with its 20th successive quarter of year-on-year increase.

Spend on outdoor in the second quarter of 2007 rose by 8.5 per cent on the same period in 2006 to reach £242.3 million, according to figures from the Outdoor Advertising Association. This compares favourably with other traditional media sectors.

The increase was driven by a 41.6 per cent growth in digital-screen revenue, car launches, increased government spending and confidence in the financial services sector.

Entertainment and media remains the top-spending category, while the top-spending advertiser was InBev. It spent £5 million on its Stella Artois outdoor campaign. Procter & Gamble has moved into the top ten with spend behind its Bold, Ariel and Lenor brands.

Steve Bond, the chairman of IPA Outdoor and the managing director of Posterscope, said: "Increasing flexibility, breadth and depth that the medium now offers continues to attract a greater diversity of advertisers."