The third quarter results were recorded against each of the four new categories:

• Roadside: billboards, includes posters, billboards and supersite – $29.3m

• Roadside other: includes bus and tram shelters, kiosks, free standing panels, phone booths and bus and tram externals – $31.2m

• Transport: includes railway stations, bus terminals and airport internals/precincts – $12.6m

• Retail: includes shopping centres and universities – $12.5m

Prior to 2009 the OMA reported its revenue under the categories of large format, posters, street furniture and transit.

Also in the news, the OMA has announced the industry’s new audience measurement system – Move – will be launched in February 2010. The Association outlines the project will markedly increase the accountability and transparency of all outdoor media formats.

OMA chief executive Helen Willoughby says, “Move will introduce a new measurement currency – likelihood to see (LTS), which will only include those audiences who in all probability will see an outdoor media face. This will set a new benchmark for the accuracy of audience measurement results across all media.”

The OMA continues the Move system has been built and the Sydney audience measurement data was ready for release. However data processing for the other four markets – Melbourne, Brisbane, Adelaide and Perth – would not be finalised until January 2010.

The Move system will be launched in all five markets, commencing with a Sydney event on February 23.

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