1. Out-of-Home audience growth story
Audiences continue to grow faster than population growth
20.3% cumulative audience growth since 2010 for OOH
September 2016

2. OUT-OF-HOME AUDIENCES GROWING FASTER THAN POPULATION
Urban growth a key driver
Annual growth rates since MOVE launched in 2010
(five mainland state capital cities combined)
Urbanisation increases Out-of-Home audience
By 2050, UNICEF predicts that 94% of Australia’s population will be urbanised.
As people gravitate to urban amenities and services, our cities become more densely populated, creating growing audiences for Out-of-Home.
More dynamic and populated cities leads to more people interacting with Out-of-Home ads. This is a key driver in Out-of-Home audiences growing at a faster rate each year than population growth.
Source: MOVE annual updates from 2011 to 2016, where audience growth is calculated using common signage between two years e.g. common signage between 2016 and 2015 used to calculate 2016 audience growth.
Methodology changes between years and their effect on audience have been excluded.

3. OUT-OF-HOME AUDIENCES HAVE GROWN 20.3% IN LAST 6 YEARS
Population has grown 13% during the same period
Out-of-Home audience growth
0ver-indexes
against population growth
Cumulative growth since MOVE launched in 2010
(five mainland state capital cities combined)
Source: MOVE annual updates from 2011 to 2016, where audience growth is calculated using common signage between two years e.g. common signage between 2016 and 2015 used to calculate 2016 audience growth.
Methodology changes between years and their effect on audience have been excluded.