Outdoor advertising breaks through the 10% barrier
LONDON - The outdoor industry has been given an early Christmas gift by bouncing over the much-anticipated 10% of total adshare barrier, according to industry body the Outdoor Advertising Association.
According to the industry body's results for the third quarter of 2006, outdoor now takes 10.37% of all UK advertising. This is compared with: television, which takes a 37.7% share; national newspapers, which take a 14.6% share; regional papers, which command a 9.1% share; radio, which takes 5.2%; and online, which is awarded 5% of total UK adspend.
The second quarter figures from April to June recorded the sector's slowest growth since 2002, but figures released for the third quarter bounced back, rising from £223.3m to £231.9m.
Alan James, chief executive of the OAA, said: "This is a great figure. Outdoor is clearly moving up a pace, and with more exciting communication opportunities coming from digital screens next year we are anticipating real growth in the medium."
Earlier this month, the Outdoor Advertising Association launched an online photo library stocking more than 12,000 images of outdoor ads, which companies can use to track developments and see what their competitors are doing.
The archive dates back to August 2003 and will be updated with about 400 images every month.
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