Official outdoor advertising spend figures for Quarter 1 2011 are now available and show a 5% increase in outdoor spend year-on-year in Ireland.
Total outdoor advertising spend in Q1 2011 reached €26.6 million and as a medium, outdoor currently accounts for 12% of total media spend in Ireland.
The top 10 advertisers in this period were:
1. O2 IRELAND
2. UNILEVER IRELAND
3. CADBURY
4. UNIVERSAL PICTURES
5. BRITISH SKY BROADCASTING
6. OPEL IRELAND
7. METEOR MOBILE COMMUNICATIONS
8. COCA-COLA IRELAND
9. DIAGEO
10. IRISH DISTILLERS
These advertisers understand the power of outdoor advertising and this is clear from the fact they each invest a significant proportion of their total media budget into outdoor. Coca-Cola Ireland invested 58% of their total media spend for Q1 into outdoor with Universal Pictures investing 57% of their budget into outdoor advertising. Collectively, the top 10 advertisers invested 38% of their budget into outdoor – this is testament to their belief in the power of outdoor.
9 out of 10 of these advertisers chose JCDecaux formats
Vaseline (Unilever) Luas Column Wrap with Special Build, Coca-Cola Ireland Metropanel, O2 Luas Portrait Panel, Sanctum (Universal Pictures) Metropanel, Guinness (Diageo) 48 sheet, Opel Ireland 96 sheet, Meteor Metropole, Jamson (IDL) Metropanel, British Sky Broadcasting 48 sheet
The top 10 outdoor categories for Q1 2011 were:
1. ENTERTAINMENT & THE MEDIA
2. FOOD
3. TELECOMMUNICATIONS
4. DRINK
5. GOVERNMENT, SOCIAL & POLITICAL ORGANISATIONS
6. MOTORS
7. RETAIL
8. TRAVEL & TRANSPORT
9. FINANCE
10. COSMETICS & TOILETRIES
For outdoor advertising spend in Northern Ireland, see www.jcdecaux.ie/ni