Adrian J Cotterill, Editor-in-Chief
Here’s the Q1 2021 revenue report for the UK OOH sector…
The overall numbers reflect a decline in the sector owing to the lockdown imposed in December 2020. Note, the declines seen this quarter are off a base of Q1 2020 which was itself slightly down on the prior year (-3%) as a result of the pandemic and first lockdown hitting the UK mid-March 2020.
- Total Q1 revenue declined 65% YOY, with total revenues of £97m reported in Q1 2021 (vs. £276m in Q1 2020)
- Digital declined 60% (compared to -41% in Q4 2020)
- Classic declined 71% (compared to -53% in Q4 2020)
- Digital % share decreased slightly to 61% in Q1 2021 (vs. 63% in the prior quarter). This is significantly higher than the pre-pandemic share (53% in Q1 2020)
The outlook for Q2 is positive with national mobility levels around 75%+ of pre-pandemic levels, and trending towards 100% by late June. The economic prospects are favourable too: the OECD are forecasting 7.2% growth in UK GDP in 2021, up from its March projection of 5.1%. The Advertising Association/WARC forecasts growth of +295.7% for UK Out-of-Home revenues in Q2 2021.
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