AMPS 2003A - outdoor advertising

Outdoor advertising continues to attract the attention of vast numbers of South Africans, with exposure to billboards and store advertising showing significant increases.

Always on the up and up is billboard advertising, with exposure once again up, from 70.8% penetration in AMPS 2002B, to 72.5% (a current total of 21.581-million adults). Billboards are up in metros and large urban areas, as well as in the Northern Cape, Free State, Gauteng and North West.

Other outdoor media types showing significant increases over the previous period are store advertising, trailer ads and truck advertising.

Store advertising (facias) grew from 78.6% penetration to 80.6%, or 24.005-million adults. Its geographic profile has also changed, with increases in its metro and large urban audience, and in the Western Cape, Free State, Eastern Cape and Limpopo.

Trailer ads experienced significant growth from 27.5% to 28.7% (8.550-million adults). Geographic shifts were seen in small urban areas, and in the Western Cape, Northern Cape and Free State, where penetration increased.

Truck advertising, included for the first time in the previous AMPS survey, has shown significant growth over AMPS 2002B. After coming into the survey with a high level of exposure, this media type is now up from 44.1% to 46%, exposed to 13.684-million adults. There have also been geographic shifts for truck advertising, with increased incidences in urban areas, and in the Eastern Cape.

The only significant decrease is train advertising. This media type is down from 10.8% to 10%, with 2.975-million adults exposed.

Geographic shifts only: