For the period October-December 2011 UK outdoor revenues were up 1.4% year-on-year, reaching £256.4m, meaning that seven out of the last eight quarters have shown growth.
According to the Outdoor Media Centre, the trade body for outdoor media owners, revenue for the full year was £886.3m, with the outdoor industry finishing the year off with 1% growth on 2010.
Outdoor Media Centre CEO Mike Baker explained: “This past quarter is very close to being the biggest outdoor quarter ever.”
According to Nielsen, the top 10 advertisers in the quarter were Sky, Vodafone, Warner Bros, Tesco, Coca Cola, Universal Pictures, Everything Everywhere, Vauxhall, Paramount Pictures and E1 Entertainment. Categories which spent more this quarter compared to Q4, 2010, included drink, entertainment, telecoms, motors, retail, finance, clothing and cosmetics.
Digital revenues were up 28% to £39.3m for the quarter, a new record. A significant number of new digital sites came on stream during the final quarter of the year, reflecting sustained investment in digital and the ongoing conversion of traditional sites to digital in rail, airport, roadside and retail environments. In the year 2011, digital made up 14.1% of all outdoor revenue (11.4% in 2010), and twenty OMC members now offer digital screens as part of their portfolio. Looking at the major environments, transport (+2% overall for the quarter) and retail/leisure (up 13% overall for the quarter) were the strongest. In roadside, 6 sheets were the strongest format, up 1% October to December.