Australian Outdoor Advertising Revenues Increase by 14.3% in Fiscal 2011
Outdoor or Out-of-Home (OOH) advertising revenues in Australia increased by 14.3% to $490m in the fiscal year (FY) ending 30 June 2011, according to industry-sourced statistics published by the peak industry body the Outdoor Media Association Inc.
The strongest growth occurred during the first half of the fiscal year in the six months ending 31 December 2010 when advertising revenues rose by 23.2% on a year-on-year (YOY) basis. This was followed by more moderate growth of 5.7% YOY during the second half of FY 2011.
The solid growth in FY 2011, followed negligible growth of only 0.8% in FY 2010 and a decline of 5.5% during FY 2009.
The 14.3% increase in FY 2011 was more than double the historic 7 year trend growth rate of 6.7% which the industry experienced between FY 2004 and FY 2011.
The largest OOH category in FY 2011 was Roadside Other, which includes street furniture, taxis, bus & tram externals and small formats, which generated net revenues of $181m or 36.9% of the outdoor total.
Roadside Billboards (of over and under 25 square metres) was the second largest outdoor category in FY 2011 with net revenues of $171m, representing 34.9% of the OOH total.
Retail and Transport (including airports) were the smallest outdoor categories. Their respective net revenues of $70m and $69m in FY 2011, accounted for shares of 14.4% and 14.0% respectively of the OOH total.
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