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First quarter net revenue results for outdoor media in 2009 were down 9.2% on the same period in 2008, the Chief Executive of the Outdoor Media Association, Helen Willoughby, said today.

Ms Willoughby said 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.

“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,” Ms Willoughby said.

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, MOVE (Measurement of Outdoor Visibility and Exposure) to be released to market later this year.

From 1 January 2009, outdoor media results have been recorded against the following categories:

  • Roadside – billboards < and > 25 square metres. Includes posters, billboards
    and supersites.
  • Roadside – other. Includes bus and tram shelters, kiosks, free standing
    panels, phone booths and bus and tram externals.
  • Transport. Includes railway stations, bus terminals and airport
  • 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 breakdown for first quarter 2009 was as follows:

Roadside – billboards $35.2m
Roadside – other $35.8m
Transport $15.1m
Retail $11.9m

Outdoor Media Association of Australia

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