In the 2007 third quarter the results returned
$103.3m, compared with 2006 third quarter results, which returned $89.7m. The
solid growth was in addition to $4.9m of new revenue being reported, bringing
the total revenue results for the 2007 third quarter to $108.2m.

CEO of the Outdoor Media Association (OMA) Helen Willoughby said the new revenue was the
result of OMA members acquiring non-member companies where earnings had never
been reported. She says, “The increased revenue on top of the 12-month growth
is a reflection of previously unreported revenue now being captured, giving a
truer representation of the total outdoor market within Australia.

“Outdoor media revenue is only reported by
companies who are members of the Association. 
With the additional revenue, we now estimate to be reporting results for
in excess of 97 per cent of the industry.”

Ms Willoughby said despite the acquisitions, net
media revenue for outdoor had continued its consistent upward trend. She said
this was demonstrated through the good returns in transit and posters over the
period – at 17.7 per cent and 16.9 per cent respectively – which were not
affected by any acquisitions.

 Large format and street furniture showed respective
revenue increases of 17.6 per cent and 11.6 per cent during the period – not
including the impact of recent acquisitions. 

Excluding the
new reported revenue, the breakdown across formats for the third quarter growth
comparisons were as follows:

·        
Street
furniture, including bus /trams stops, retail, & phone booths           up 11.6%    

·        
Large
format, including billboards, supersites & spectaculars                     up
17.6%

·        
Transit,
including advertising on buses and trams, taxis & railways           up
17.7%

·        
Posters,
including six & 24 sheets                                                                    up
16.9%

Government spending on advertising had helped boost what was
a traditionally strong quarter for outdoor media.

Ms
Willoughby said next year’s introduction of the first industry-wide audience
measurement system for outdoor was pivotal to the sector’s long-term growth.

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