QUARTER 1 DECLINES 2.2% TO £206.8M
TRANSPORT AND RETAIL ENVIRONMENTS BOTH UP
DIGITAL UP 10% TO £47.4M
The Outdoor Media Centre (OMC), the trade body for outdoor media owners, today announces total revenues for January to March 2014.
For the quarter, the headline total reported across all outdoor is £206.8m, which represents a decline of 2.2% year on year. Digital revenues amounted to £47.4m, up 10% year on year to record its biggest ever Quarter One. Digital accounted for 23% of the total.
Mike Baker, CEO of the Outdoor Media Centre comments:
“It’s been a mixed quarter, with two environments up and one down. Revenues in the transport and retail/leisure sectors both moved ahead, but this was offset by a decline in the roadside market. Even within roadside, however, the small format 6 sheet component was up substantially. We have now seen growth in eight out of the last ten quarters, so the momentum is with outdoor as more advertisers find a need for strong creative imagery strategically placed in the active space where 88% of shopping still takes place.”
Categories which spent significantly more in the quarter on outdoor than last year include drink, clothing, computers, food, electronics, finance, and government. The top 10 advertisers in the quarter according to Nielsen were British Sky Broadcasting, ITV, Lloyds Bank, Twentieth Century Fox, Department Of Health, Kentucky Fried Chicken, Vodafone, McDonald’s, EE, and Unilever.
The importance of outdoor was underscored by the WARC Expenditure forecast published today, which reported that, of the major media, only internet, TV and outdoor showed growth in 2013.