The much-trumpeted blossoming of outdoor advertising in the UK appears to have wilted.
Industry trade body, the Outdoor Advertising Association, says 2005 revenues were up year-on-year by just 2% in the fourth quarter, in sharp contrast to the 14% rise recorded in Q1. Gross revenue for outdoor in Q4 was £231 million ($405m; €340m).
Growth for the year as a whole stood at 5.8% and media owners believe they are on track to take at least 10% of overall advertising spend in 2006, up from the current figure of 9.73%.
Comments OAA ceo Alan James: "We believe that plus 2% for Q4 and plus 5.8% for the year are both very healthy and will stack up well against the revenue returns for all other established media. Outdoor has maintained its growth status and indications are that this trend will continue into 2006."
Data sourced from mandmeurope.com; additional content by WARC staff