LONDON: The UK outdoor advertising sector's revenues fell by 1.1% in the final quarter of 2008, and by 3.8% for the year as a whole, with digital signage contributing just 7.1% of all revenues, reports the Outdoor Advertising Association.

As predicted last year in WARC's analysis of the prospects of UK media in the downturn, the medium has proved rather more stable than many of its traditional media counterparts. However in 2008 the sector' recent run of growth ended.

Among the companies increasing their outlay in the final quarter of last year were telecoms rivals Vodafone and T-Mobile and the retailer Tesco, which spent £5 million ($7.1m; €5.7m) in the final quarter of 2008, a total up over 8,000% year-on-year.

Despite accounting for less than 10% of outdoor's total revenues, the OAA reports that digital adspend rose 50% in Q4 2008 on the year-ago period, and increased by 57% for the 2008 as a whole.

Data sourced from Media Week; additional content by WARC staff