Outdoor sector hits revenue record of £257m

by Daniel Farey-Jones, Brand Republic 20-Feb-07, 11:35

LONDON - Outdoor ad revenues reached a record £257m in the fourth quarter of 2006, with digital revenues closing in on £10m, according to the latest figures from the Outdoor Advertising Association.

With big spending entertainment and retail clients increasing their spend by double figures, the total was up by 7.2% on the fourth quarter of 2005.

In the whole of 2006, the outdoor industry achieved revenues of £932.7m, up 4% and again a record for the sector.

The sector's record of consistent revenue growth was hailed by Outdoor Advertising Association chief executive Alan James.

"For the 18th consecutive quarter, outdoor has posted a year-on-year increase -- something only the internet can match," he said.

Fourth quarter revenues from digital outdoor media, which are included within the overall figures, grew 17% year-on-year from £7.5m to £8.7m.

Entertainment and telecoms clients were again the highest spenders while at the level of individual clients, Sky overtook Vodafone as the biggest spender on outdoor, according to figures from Nielsen.

In the fourth quarter broadcaster Sky spent £6.6m, an increase of 67%, while telecoms company Vodafone spent £6.1m, an increase of 3.5%.

Film company 20th Century Fox, brewer Coors and mobile firm Orange occupied third to fifth spots and Unilever's 32.5% cut in spend to £3.5m placed it in eighth place.