OOH advertising posts 1.5 per cent growth in third quarter
Out-of-home advertising grew 1.5% in the third quarter compared to the same period last year, the Outdoor Media Association has reported.
The announcement:
Tuesday October 4, 2011 –
Quarter three in 2011 saw the Out-of-Home (OOH) industry record its seventh consecutive quarter of growth posting a modest increase of 1.5% on the same period last year. The Year on Year figures show growth of 4.1% which amounts to a net revenue increase of $13 million, $342 million compared to $329 million in 2010.
Charmaine Moldrich, CEO of the Outdoor Media Association (OMA) said, “We are pleased to see growth, albeit modest, despite the retail slow-down and the winter quarter traditionally being the slowest quarter for the industry. We know the market is tight out there and we are pleased that we are able to sustain our growth.”
“We launched new MOVE data (Measurement of Outdoor Visibility and Exposure), for 2011 on 12 September which shows a 13.6% increase in audiences across the country for OOH.” Audiences are up in all five markets: 5% in Sydney, 8% in Brisbane, 15% in
Melbourne and 20% in both Adelaide and Perth. In addition to the release of new data for 2011, the software functionality of MOVE has also been improved. These improvements address users’ feedback as a result of MOVE’s ongoing dialogue with media buyers and planners. “With new data in the market and the improved usability of MOVE, the OOH industry is poised to end the year growing its market share.”
Category breakdown for the third quarter was as follows:
- Roadside Billboards (over and under 25 square metres) $38.7 million
- Roadside Other (street furniture, taxis, bus/tram externals, small format) $39.3 million
Please note, first quarter OMA figures were adjusted to show net revenue growth of 5.8% as opposed to 5.5% previously reported.
- Transport (including airports) $19.5 million
- Retail/Lifestyle $15.6 million
Category breakdown year-to-date to September 2011 was as follows:
- Roadside Billboards (over and under 25 square metres) $120.4 million
- Roadside Other (street furniture, taxis, bus/tram externals, small format) $124.7 million
- Transport (including airports) $52 million
- Retail/Lifestyle $44.8 million
Source: OMA press release
