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

Blade

London W1W

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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