It was clearly a very challenging year for OOH and we all faced a tough Q1 given the current restrictions but here are the Q4 and full year 2020 OOH revenue results for the UK.
More positively, the successful rollout of the vaccination programme promises a bright outlook with rapid recovery for the UK economy and consumer confidence. The Advertising Association/WARC have forecast growth [1] of +295.7% for Out of Home in Q2 2021. See the press release for further comment.
2020 vs 2019:
- Overall, the industry declined 46% YOY compared to 2019, with total revenues of £699m reported in 2020 (vs £1.3bn in 2019)
- Digital declined 40% YOY vs 2019 (£279m decline vs 2019)
- Classic declined 53% YOY vs 2019 (£323m decline vs 2019)
Q4 2020 vs Q4 2019:
The overall numbers reflect a decline in the sector owing to the gradual re-imposition of Covid-19 restrictions in Q4 2020.
- There is an overall 46% decline in revenues between Q4 2020 and Q4 2019, with total revenues of £204m reported in Q4 2020 (vs. £376m in Q4 2019)
- Digital declined 41% (compared to -42% in Q3 2020)
- Classic declined 53% (compared to -58% in Q2 2020)
- Both of these rates reflect the recovery in the sector following the deep declines observed in Q2 2020, and is also an improvement on Q3 2020
- Digital % share increased slightly to 63% in Q4 2020. This is significantly higher than the pre-pandemic share (53% in Q1 2020)
Monthly impact:
While #Covid19 has continued to drive an overall decline in revenues throughout the sector, this is less severe than that observed in Q2 2020 and Q3 2020.
- The industry recorded a 44% YOY decline in revenue in October 2020. This declined to a 53% decline in November 2020, before improving to a 40% decline in December 2020
- Digital declined in October, November and December, with -37%, -50% and -32% YOY respectively
- Classic declined in October, November and December, with -52%, -57% and -52% YOY respectively