Outdoor media revenue fell to $399m in 2009, an 11.8 per cent drop from the previous year’s $453m the Outdoor Media Association (OMA) has reported.
Despite the drop the fourth quarter performance for the industry in 2009 was the strongest of the year with net media revenue reaching $125.9m compared with $124.6m for the same period in 2008.
Steve McCarthy chairman of the OMA says the industry has been buoyed by the stronger fourth quarter performance.
He says, “In addition to the end of year uplift, most operators are reporting strong sales for the first quarter of 2010, showing signs that the sector is starting to recover from the tough economic conditions of last year.”
Performance across the categories for the full year included:
- Roadside billboards (25sqm and over) - $137.3m
- Roadside other (street furniture, bus/tram externals, small format) - $149.5m
- Transport (including airports) - $56.7m
- Retail - $56.4m
McCarthy adds that the launch of the industry’s new audience measurement system, MOVE, this month would further strengthen outdoor’s presence in the market.
He says, “MOVE is an investment of more than $10m by the out of home sector to provide transparency and accountability to advertisers.
“It has been purpose built so media buyers can more easily plan and buy outdoor media, including the ability to build campaigns around multiple formats and markets. This is a first for the Australian industry.”
