Poster Publicity data is off mark

I was interested to read your news story on Poster Publicity’s analysis of the first half of this year’s trading, and that six-sheets are lagging behind other formats (MW August 17).

Blade tracks every sale of each six-, 48- and 96-sheet site throughout the year, producing accurate revenue figures. We also measure the size of the market in terms of number of panels in existence (Postar only has data for Postar members).

Our findings don’t match Poster Publicity’s. And having spoken to the major contractors, I think they may also disagree.

The number of six-sheets has increased year on year by 16 per cent (there are now 71,000 panels) but revenue over the first six months of 2000 is up by over 31 per cent on last year’s billings – now in the region of &£80m gross. Occupancy levels have also been better than in previous years.

It is true to say, however, that higher weights are now needed to achieve the same share-of-voice on roadside campaigns, but the growth in numbers has come about alongside development in new markets: point of sale, tram networks, cinemas, leisure centres, new airports, and the like, which provide opportunities to target previously elusive audiences.

If Poster Publicity’s entire findings are based on the Outdoor Advertising Association’s figures, I think it should source its data from somewhere else.

Nick Maddison

Joint managing director


London W1W

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