Outdoor revenues grew five per cent in the first half of the year,
despite a soft market for roadside 48-sheets.
Figures reported by the outdoor specialist, Concord, showed the growth
of outdoor continuing, albeit at a slightly slower rate than in previous
years when growth has been around 9 per cent.
The transport sector, which includes buses and the London Underground,
performed particularly well, up 21 per cent to pounds 11.5 million.
Transport 48-sheets showed a record 19.6 per cent increase to pounds 2
million, while transport six-sheets rocketed to pounds 5.3 million.
Ambient media enjoyed a similarly vibrant period, revenues climbing
strongly to pounds 24 million, up 27 per cent on the corresponding
Traditional roadside posters did not fare quite so well, however.
Although the increasingly popular six-sheets enjoyed 6 per cent growth,
96-sheet revenues were up a relatively meagre 1.2 per cent and 48-sheets
experienced a decline of 10.8 per cent to pounds 80.6 million.
Explaining the decline of the 48-sheets, Concord’s managing director,
Nigel Mansell, said: ’The levels of illumination in the 48-sheet market
are not as good as the they are in the six-sheet and 96-sheet markets
and that might have made it harder to sell 48-sheets. In addition, the
rise and improvement of transport media, particularly in the case of
buses, has probably made transport a more tempting sector for those who
might previously have used traditional 48-sheets.’
Insiders suggested that mergers, particularly JC Decaux’s purchase of
Mills & Allen, had also had a negative effect on the traditional
’It is hard for sales people to feel motivated with all the rumours
about their future,’ one poster expert said. ’But now that’s settled,
the future is looking brighter.’
Mansell pointed out that the investments being made in illumination by
JC Decaux, Maiden and More Group would pay dividends in the coming
He said he expected outdoor to increase its total share of the display
ad market to a record 7 per cent by the end of the year.