Advertisers spent 5 per cent more on poster advertising in the
first six months of this year compared with the first half of 1998,
according to new figures from the poster specialist, Concord.
But despite the rise in overall spend, the core stock of 48-sheet
roadside posters fell dramatically by 10.8 per cent to #80.6 million as
other outdoor opportunities such as transport and ambient advertising
recorded a healthy growth. However, the 6-sheet and 96-sheet formats
both showed steady rises, with 6-sheets up 6 per cent and
96-sheets up 1.2 per cent.
The transport sector, including buses and the London Underground,
attracted an increased slice of advertisers’ outdoor budgets, with spend
up by 21 per cent to #11.5 million. And while roadside 48-sheets were
down, the same size sites in the transport sector saw an increase in
spend of 19.6 per cent to #2 million, while 6-sheets were up a massive
103 per cent to #5.3 million.
The ambient advertising sector also continued to perform strongly, up by
27 per cent to #24 million, while point-of-sale outdoor advertising such
as those sites on supermarket forecourts rose from #4.5 million to #6.4
Louise Goulborn, director of Concord, said that the general prognosis
for outdoor was encouraging. ’There’s no doubt that the first half of
the year has been buoyant. The forward position is better, with Concord
enjoying a record-breaking third quarter, reflecting industry volumes,
and the fourth quarter projected to be ahead of last year,’ she said.