Outdoor Media Centre announces Outdoor Advertising spend is up 9.9% in Quarter 2 to £229m (£208m in 2011). Major events in the summer of 2012 including The Olympic Games, Euro 2012 and the Diamond Jubilee all helped contribute to the increased spend.
All major Outdoor environments transport, roadside, retail and leisure marked growth in the period, as did buses and taxis.
The top spenders in Q2 were mostly Olympic sponsors, including Glaxosmithkline, Coca Cola, Samsung and McDonald’s. Non-sponsors also made their mark on the capital – has anybody seen Vibram FiveFingers® buses on the streets of London?
This current quarter is tipped to be “even bigger” than the last as advertisers are making the most of the excitement around the Games and taking advantage of increased footfall in London and other Olympic host towns and cities.
Mike Baker, Outdoor Media Centre chief executive, says “Next quarter will be even bigger as outdoor supports the greatest visual show on earth. We are already enjoying a shoulder peak, with some of the longer term holdings like airports, liveried taxis and wrapped buses kicking in early. During the Games, around a fifth of all sites in London will be taken over by sponsors, partners and other sports related brands. Outdoor is the active space, and visual branding is the most important goal for sponsors and Games related advertisers. Everyone out on the street is thinking about the Games.”
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