Net revenues for the first quarter of 2010 stood at $106.7m, up from $96m in 2009. Roadside billboards (25m and over) accounted for $38.7m, with smaller-format roadside advertising revenues reaching $40.6m. The ‘transport’ sector accounted for $14.3m, while the ‘retail’ sector posted revenues of $13.1m.

OMA chief executive Charmaine Moldrich said the market had been “steadily growing” over the first quarter of 2010, following the November sales upturn.

“The industry is very buoyed by the result and the turnaround in the market, reinforcing its recovery following the tough economic conditions of last year,” she said.

The outdoor sector recorded an 11.8% revenue decline in 2009, despite “significant growth” over the last quarter.

“This strong start to the year bodes well for the industry coupled with the success of the launch of our new audience measurement system, MOVE, which will further strengthen out of home’s presence in the market,” Moldrich said.

Since launching in February, the MOVE (Measurement of Outdoor Visibility and Exposure) system has attracted 38 media agencies to sign up for the service.

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