A boom in the UK’s outdoor poster industry has left the two major British political parties with an unforeseen hitch in their pre-election plans – where to put their posters.
Both the Labour and the Conservative parties are having difficulties booking sites for their campaigns in the run-up to the next election, widely tipped for May. The high price of TV advertising along with major rebranding campaigns by Andersen Consulting (now Accenture) and the Post Office (now Consignia) has seen a dramatic reduction in the space available for political posters.
Poster buying firm Concord has revealed that only 2% of its largest billboards (which carry 96 sheet posters) are available in March, compared to 9% last year. The situation is even worse in April, when only 1% of 96-sheet sites are free, compared to a norm of 56%.
Concord believes that the two parties will have been obliged to accept lower-quality sites if they are to meet targets for the number of posters they use.
News Source: CampaignLive (UK)