Outdoor goes from strength to strength

Outdoor advertising is enjoying a strong first quarter and, if demand continues, is on course to increase by 13 per cent in 1995, according to Concord’s first Outdoor Rates Monitor of the year.

Panel prices are up an average of 16.8 per cent year-on-year for January to March, Concord estimates. This compares favourably with actual growth rates for last year – now confirmed at 14 per cent.

Cars, holidays and the COI (for the Government’s electricity privatisation campaign) have all bought heavily in the first quarter, according to Concord managing director Alan Simmons. The National Lottery and pools companies, notably Littlewoods, have also boosted demand. “Car campaignsseem unusually early this year,” he says.

“Holiday activity follows a couple of years where travel companies stuck mainly to the TV and press. Now the tide seems to have turned.”

Other factors contributing to high advertiser confidence in the medium are more quality sites, new contractor packages and the introduction of Oscar II, adds Simmons. Restrictions on tobacco ads have also freed a number of quality sites previously tied into long-term deals.

However, Simmons offers a note of caution. “Contractors only have to keep up the momentum to achieve a 13 per cent increase on last year,” he says. “Strong demand does not just affect rates, it also has a significant impact on lead-in times.”

Forward-booking lead times for prime sites are as long as 14 weeks.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here