Helen Willoughby, CEO of the OMA says it was the first negative result recorded by the sector in more than six years with net revenue for the quarter at $98m compared to $108m for the 2008 first quarter.
Willoughby says, “The first half of 2008 had been particularly strong for the industry in that we were tracking at 13% year on year growth before the economy starting slowing.”
The first quarter also saw the OMA move to new reporting categories consistent with the audience environments that will be used in its new audience measurement system, Measurement of Outdoor Visibility and Exposure (MOVE) to be released to market later this year.
From January 1, 2009 outdoor media results have been recorded against the following categories:
- Roadside – billboards including posters, billboards and supersites.
- Roadside – other, which includes bus and tram shelters, kiosks, free standing panels, phone booths and bus and tram externals.
- Transport, includes railway stations, bus terminals and airport internals/precincts.
- Retail, includes shopping centres and universities.
Previously, the OMA reported its revenue under the categories of large format, posters, street furniture and transit.
The category revenue breakdown for first quarter 2009 included:
- Roadside – billboards $35.2m
- Roadside – other $35.8m
- Transport $15.1m
- Retail $11.9m
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