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UK outdoor revenues up 1% in 2011

UK outdoor revenues up 1% in 2011

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UK outdoor revenues for the fourth quarter of 2011 rose 1.4% year on year to £256.4m. Total revenue for the full year was £886.3m, up 1% on 2010.

According to Nielsen, the top 10 advertisers in the quarter were Sky, Vodafone, Warner Bros, Tesco, Coca Cola, Universal Pictures, Everything Everywhere, Vauxhall, Paramount Pictures and E1 Entertainment. Categories which spent more this quarter compared to Q4, 2010, included drink, entertainment, telecoms, motors, retail, finance, clothing and cosmetics.

Digital revenues were up 28% to £39.3m for the quarter. A significant number of new digital sites came on stream during the final quarter of the year, reflecting sustained investment in digital and the ongoing conversion of traditional sites to digital in rail, airport, roadside and retail environments. In the year 2011, digital made up 14.1% of all outdoor revenue (11.4% in 2010).

Looking at the major environments, transport (+2% overall for the quarter) and retail/leisure (up 13% overall for the quarter) were the strongest. In roadside, 6 sheets were the strongest format, up 1% October to December.

Mike Baker, CEO of the Outdoor Media Centre said, “this past quarter is very close to being the biggest outdoor quarter ever. Despite the economic gloom, we have ended the year with some momentum, and seven out of the last eight quarters have shown growth”.

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