Outdoor adspend continues to grow

Campaign 03-Aug-07

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."