UK Out-of-Home Revenue Hits Record £402.6M in Q2, DOOH Takes 68% Share
2026-09-08 · via invidis
UK out-of-home advertising revenue reached £402.6 million in the second quarter of 2026, up 12.7 percent year over year, according to figures compiled by PwC for industry trade body Outsmart. That makes it the highest second-quarter total on record for the UK OOH industry and the second-highest quarterly result overall, trailing only the final quarter of 2025. Revenue in the same period last year was £357.3 million.
For anyone selling or buying screen time in the UK, the headline number matters less than where the growth is coming from. Digital out-of-home revenue rose 14.6 percent year over year, outpacing classic (static, non-digital) OOH, which grew 8.8 percent. DOOH accounted for 68 percent of total quarterly revenue, or roughly £274 million, a share one percentage point higher than its full-year share in both 2024 and 2025.
Outsmart's release, as reported by invidis, attributes some of the first-half strength to World Cup campaigns, which typically pull brand spend into OOH and DOOH placements around live sporting events. That is consistent with past tournament years, where advertisers use large-format and digital screens for real-time or event-tied creative.
What this means for operators
The steady climb in DOOH's share of revenue, even as classic formats also grew, points to continued advertiser preference for screens that can be updated dynamically, targeted by time of day, or tied to live events. For media owners and network operators in the UK, that trend supports continued investment in digital estate over static boards, assuming the economics of installation and maintenance still work in a given location.
The data does not break out performance by format within DOOH, such as roadside versus transit versus retail media networks, so it is not possible to say from this release which sub-sectors of DOOH drove the 14.6 percent increase. It also does not say how much of the World Cup-related spend was DOOH specifically versus classic OOH, or what advertisers or categories were behind the biggest increases.
The figures come from PwC's audit of Outsmart member data, the standard methodology used for UK OOH market reporting, though the release gives no detail on sample size or which media owners are included. As with any trade-body figures, they represent industry-reported revenue rather than independently verified market-wide totals.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
World Cup campaigns lift first-half spending, with DooH growing faster than classic formats and accounting for 68% of quarterly revenue.
UK out-of-home advertising revenue increased 12.7 percent year over year to £402.6 million in the second quarter of 2026, according to figures compiled by PWC for industry trade body Outsmart.
The result was the UK industry’s highest second-quarter revenue on record and its second-highest quarterly total overall, behind the final quarter of 2025. Revenue stood at £357.3 million in the same period last year.
Digital out-of-home continued to lead the market, with revenue rising 14.6 percent year over year. Classic OoH also grew 8.8 percent.
DooH generated 68 percent of total revenue during the quarter, equivalent to approximately £274 million. Its share was one percentage point higher than its full-year share in both 2024 and 2025.