Net media revenue fell from $453m in 2008 to $399m last year, representing an 11.8% drop. The result was bolstered somewhat by a stronger fourth quarter, with the $125.9m net revenue figure making it the outdoor sector’s best quarter for the year.

Roadside billboards (25 metres and over) accounted for $137.3m (34%) of the sector’s revenues for 2009, whilst all other roadside advertising accounted for $149.5m (37%). The transport and retail sectors yielded $56.7m and $56.4m respectively.

OMA chairman Steve McCarthy was optimistic about the results, despite the year-on-year decline.

“In addition to the end-of year uplift, most operators are reporting strong sales for the first quarter of 2010, showing signs that the sector is starting to recover from the tough economic conditions of last year,” he said.

The association is also preparing to launch its ‘Move’ tool (Measurement of Outdoor Visibility and Exposure), described as “the world’s first audience measurement system for out-of-home media to cover all the major formats and audience environments”, on 23 February.

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