Outdoor forecast to lead recovery with 9.8% lift in ad spend

ZenithOptimedia has today upped its forecasts for all UK media in 2010, led by triple growth in out-of-home media, up 9.8% year on year.

Ad spend: outdoor forecast to lead recovery in the UK
Ad spend: outdoor forecast to lead recovery in the UK

The overall UK ad market is now expected to rise 2.9% year on year in 2010, up from the 1.3%  predicted in April.

In April, ZenithOptimedia predicted that outdoor ad spend would see a 3% rise in 2010, when compared with 2009. Last year the outdoor ad market declined by 16.7%.

Jonathan Barnard, head of publications at ZenithOptimedia, said that, last year,  outdoor "prepared itself for the upturn" by culling poor quality sites.

He added: "What that’s done is that the remaining sites are better value. Even though spend is not returning to levels of 2008 or even 2007, the year-on-year comparisons are looking very strong."

Outdoor media owners suggest the rise is due to the return of advertising and brand campaigns.

Dave McEvoy, marketing director at JCDecaux, said: "We took more of a hit than other media last year, but this year outdoor is bouncing back.

"We have seen a rebound in car advertising, and the election and the World Cup have helped. There has been a return to brand advertising this year for lots of advertisers and people have come back to outdoor because it is the biggest brand-building medium."

Outdoor is not the only sector to see a rise; the TV ad market is expected to be up 7% year on year, from 6% in April, and spend on internet advertising is expected to be up 4.6% year on year, from 4% in April.

National newspapers are also expected to see a rise in ad spend for the first time in three years, with ZenithOptimedia forecasting a 2.6% lift year on year.


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