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Outdoor ad revenue down 5.8% in third quarter

Outdoor ad revenue down 5.8% in third quarter

Outdoor advertising revenue was down 5.8% year on year in Q3, the fourth consecutive quarter it has declined.

The figures from the Outdoor Advertising Association would appear to contradict industry opinion that revenue would bounce back in the second half of 2008.

The largest percentage decline came from the motor industry, which spent 33.6% less on outdoor ads in September. Financial advertisers spent 30.7% more on outdoor in September year on year.

Advertisers who increased spend by the largest percentage were Coca-Cola, Unilever and Samsung, with rises of 244.8%, 181.4% and 107.5% respectively.

Recent research from PQ Media found that the US digital out-of-home media industry is on pace to grow 11.2% to $2.43 billion in 2008 (see Ofcom Plans New Public Service Channel To Rival BBC).

PQ Media forecast that spending worldwide would grow 12.8% to $6.11 billion in 2008, slowing from 22.6% last year.

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Outdoor Advertising Association
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