Outdoor Advertising Association reveals strong 2003 figures

Aided by a particularly buoyant final quarter of the year, the outdoor industry enjoyed a 10 per cent increase in ad revenue in 2003.

According to gross revenue figures released from the Outdoor Advertising Association, the industry took £774.5 million in 2003, compared with £701.5 million the previous year.

The October-to-December period was particularly strong, with revenues up 13.8 per cent on 2002 to £225.1 million.

Entertainment and media remained the largest sector in the final quarter of the year, contributing £35.7 million to the outdoor coffers. This more than made up for small declines in both the food and retail sectors.

There were dramatic increases in the motors, cosmetics, computers, governmental and household stores sectors, which all increased their outdoor budgets by more than one-third. In the case of motors, spend was up nearly 77 per cent on the previous year.

Alan James, the OAA chief executive, said: "Outdoor has continued to perform extremely well and I believe that the fourth quarter's result will maintain outdoor's position as the fastest-growing established medium in the UK. Throughout 2003, outdoor consistently outperformed the market in terms of revenue growth and we are now poised to achieve a 10 per cent share of display media."

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