General election pushes outdoor revenues up 14.6%

The bitterly fought general election has helped push UK outdoor advertising revenues up by 14.6% for the first quarter, with £204m being spent on the medium between January and March 2010.

Although the general election date was not formally announced until April, the Conservatives began their vote-winning offensive in January with a series of large-format billboards bearing the slogan “we can’t go on like this”.

According to the Outdoor Advertising Association, large-format roadside posters, along with small-format retail, saw the biggest rise in revenues. Retail, computer and fashion were among the industries that shifted budget to out-of-home media.

The COI, pre-Tory budget cuts, was the biggest spender, investing £8m in out-of-home advertising. It was followed by McDonald’s and Sky, which spent £3.6m each, Virgin Media on £3.2m and Coca-Cola, with a total of £3m.

The figures are published only weeks after the OAA named Mike Baker as its new CEO, taking over from Alan James.

Baker says: “Fourteen of the top 20 out-of-home advertisers in the quarter increased their spend year on year, so I see that as an encouraging sign of confidence in the medium.

Baker joined from Media by Permission, a media CRM company. Before that he had worked as European marketing director for Viacom Outdoor and international marketing and development director at CBS Outdoor.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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