Diageo was the biggest spender on outdoor advertising in the first half of 2015, according to the latest Posterwatch report from PML Group.
The drinks company boasted a share of voice of 4.37%, ahead of McDonald’s (3.34%) in second place. The top 5 also includes Sky (3.05%), Mondelez (2.88%) and Vodafone (2.3%).
In terms of categories, those spending most on OOH advertising in 2015 so far are Finance, Telecoms and Confectionery with 10.24%, 9.3% and 7.94% share of voice respectively.
Dublin is the hub of most campaigns, with the big advertisers concentrating approximately two-thirds of their investment in the Dublin area, on average.
Overall, the Posterwatch report indicates a 2% decrease in the out-of-home market compared to the same period in 2014. Colum Harmon, PML Group’s marketing director, said, “Q1 in 2014 was a very strong quarter for out of home and as a result when we compared Q1 2015, the medium was around 10% down. However, Q2 improved significantly on 2014 and was up by approximately 7%.
"We now estimate the market to be down by 2% at the halfway point of the year.”
Harmon is also optimistic for the rest of the year, saying, “We have already made a strong start to Q3, with many cycles sold out at this point. Therefore, we are forecasting that the market will show good overall growth by the end of Q3.”
The figures contained in the report are based on published Media Owner rate cards and refer to display values only.
© 2015 - Checkout Magazine by Niall Swan
