UK billboards and and out of home sites attracted record ad revenues in 2004.
Britain's Outdoor Advertising Association, reports that gross figures for the final quarter reached £234 million ($449m, €340m), a 2.7% rise on the same period last year.
Says ceo Alan James: "It is the highest quarterly revenue figure ever achieved by the outdoor industry. We are confident that outdoor's share will outperform expectations and deliver a share comfortably in excess of nine per cent. Our target of 10% is now firmly within our sights."
Gross revenue for the whole of 2004 reached £847m, a 7.8% increase on 2003.
Among the year's top ten outdoor advertisers were Lever Faberge Home Care
(£21m), Lever Faberge Personal Care (£15.2m), cellphone company O2 (£14m), government information office COI Communications (£13.8m) and Masterfoods (£13.5m).
The leading advertiser for Q4 was Rupert Murdoch's satellite unit BSkyB with £6m and the runner-up COI Communications at £5.5m
Data sourced from Media Week (UK); additional content by WARC staff