Outdoor and radio give reasons to be cheerful

Outdoor and radio give reasons to be cheerful

James: further growth expected

Signs of recovery in the outdoor and radio advertising markets have removed some of the gloom from the UK media industry.

Official figures from the Outdoor Advertising Association reveal a 5.1% year-on-year rise in revenues across the medium for the third quarter of 2002.

Figures released by the OAA this week show total revenue across the outdoor market rose by £183.4m in the last year.

This growth was fuelled by strong performances from the sectors of drink (+64%), entertainment (+53%), travel (+49%) and cosmetics (+47%), according to figures released by Nielsen Media Research.

The growth comes as a welcome relief to the outdoor industry, which suffered a 10.85% drop in revenues in the first quarter of the year.

Across the second quarter, the year-on-year drop narrowed to 2.08%.

According to the OAA's chief executive, Alan James, projections for 2002 indicated further growth in the final quarter of the year.

"Although the situation is still fluid, we are confident that the full year will now come in around par with 2001.

"Considering the less than encouraging start we had at the beginning of the year, this will be a very satisfactory result."

The radio market has also enjoyed a strong third quarter, with total revenue up 3.2% year on year to reach a year-to-date total of £556.9m.

The third quarter saw notable new investment from national advertisers - including News International, Tesco, Matalan and Jaguar - with eight motor manufacturers in the top 20.

Sponsorship and promotions remains a key area of growth for commercial radio, growing 17.6% across the quarter and 14.3% across the year.

Radio Advertising Bureau director of marketing operations Michael O'Brien said:
"We are delighted that new investment from a number of national and global brands has helped commercial radio to a third consecutive quarter of year-on-year growth.

"Furthermore, advertiser interest in the power of sponsorship and promotions to connect with their consumers continues to grow."

At a recent conference held by the Radio Advertising
Association, industry plans to promote further growth in this area by the development of best practice guidelines were revealed.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs


Gravity Road: new Bombay Sapphire Imagination Series 'exceeds' our 2013 Bafta win

Gravity Road: new Bombay Sapphire Imagination Series 'exceeds' our 2013 Bafta win

Bombay Sapphire has launched the second year of its 'Imagination Series' of five sponsored short films, after one from last year's series won a Bafta for Gravity Road in January.

Outdoor Campaign of the Month: Just Eat
[Sponsored feature]
Bauer launches daily football stats email The Equaliser

Bauer launches daily football stats email The Equaliser

Bauer Media has launched The Equaliser, a football-based daily email combining sports statistics and analysis, targeting desktop and mobile users.


Get news by email