Outdoor advertising revenue has fallen for the first time in five years, according to the latest figures from the Outdoor Advertising Association (OAA).
The figures, published today (Wednesday), show a 6.7% drop in outdoor revenue to £221m for the first quarter ending March 31, 2008. Industry sources say the declining value of six-sheets posters has contributed to the fall.
Meanwhile, digital screens, which have been installed across the underground network and at Heathrow Terminal 5, are understood to have grown by 24%.
Posterscope deputy managing director Glenn Wilson says: “Every year you get a sector that doesn’t perform as well as another and it would be fair to say six-sheets are there at the moment. A couple of years ago it was 48-sheets.”
Industry insiders say that a cull of six-sheet sites is needed to prevent the medium from further declining in value (MW May 1).
But Wilson adds that the results may paint a “slightly false” picture due to exceptionally strong results in the first part of 2007. He says: “With the exception of online, outdoor has been consistently growing.”