18th November 2020
Outsmart, the trade body for the Out of Home (OOH) industry has announced that Out of Home revenue for July to September 2020 declined -50% year on year, a significant improvement on Q2 (-83%) and generating total revenues of £166m. Classic and Digital Out of Home revenues declined by -58% and -42% respectively and Digital’s share of revenue was 61% slightly less than Q2 (68%) as Classic improved.
The figures, collated by PwC, reflect recovery in the sector following the Spring lockdown as audiences headed outdoor during the summer months. September was the strongest month with Digital down -30%, the best since March.
Looking ahead to Q4, the local and national tiered restrictions are significantly less stringent than those imposed in Spring. Unlimited outdoor exercise, open schools and many open businesses ensure audience and mobility levels remain far higher than in Spring. As people spend more work, shopping, and leisure time in and around their communities, they are noticing and engaging more with their local environment, including Out of Home advertising. Almost half the population (45%) feel more positive towards Out of Home advertising, and the brands using it.*
Justin Cochrane, Chair of Outsmart, comments “This more positive Q3 shows that brands are adapting to new audience behaviours outdoors, finding fresh opportunity to drive engagement and connection at scale.”
* Posterscope research by Dipsticks Research Group n= 1,025 nationally representative adults aged 18-55. Fieldwork Thursday 24th to Sunday 27th September 2020, directly after the national measures were introduced on September 24th.
Visit the Outsmart website to download a detailed breakdown of OOH revenue figures.
Note to editors:
Outsmart is the UK trade body for the Out of Home (OOH) industry. We collaborate with all parts of the industry to provide a central reference point for our members, aiming to protect and advance their relationships with the advertising community, the public and national and local government.
At PwC, our purpose is to build trust in society and solve important problems. We’re a network of firms in 158 countries with more than 276,000 people who are committed to delivering quality in assurance, advisory and tax services. Find out more and tell us what matters to you by visiting us at www.pwc.com.
PwC refers to the PwC network and/or one or more of its member firms, each of which is a separate legal entity. Please see www.pwc.com/structure for further details.