Outdoor media revenue falls 11.8% but sees end-of-year bounce back

Outdoor media companies saw revenue fall by 11.8 per cent to $399m in 2009, but the sector managed to bounce back in the fourth quarter, rounding off a tough trading year.  

Net media revenue reached $125.9m in the last three months to the end of December, a slight rise from the $124m it recorded in the corresponding 2008 period, according to industry body the Outdoor Media Association.

The rise was in stark contrast to the 22.9 per cent fall the outdoor sector suffered during the third quarter of last year.

Overall, it ended the year with an 11.8 per cent fall compared to 2008.

In terms of outdoor formats, roadside billboards made $137.3m in full year revenue, while the roadside ‘other’ category – which includes street furniture, bus and tram externals and small format – made $149.5m. The transport category, which includes airports, made $56.7m, while retail out-of-home formats brought in $56.4m in revenue.

OMA chairman Steve McCarthy, said: “In addition to the end of year uplift, most operators are reporting strong sales for the first quarter of 2010, showing signs that the sector is starting to recover from the tough economic conditions of last year.”

The outdoor industry is set to launch its new audience measurement system, MOVE (Measurement of Outdoor Visibility and Exposure) this month. It has also recently appointed Charmaine Moldrich as CEO.


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