• Mediaweek, Sunday, September 13, 2009 9:44 PM

Some out-of-home networks in malls are showing healthy -- sometimes even double-digit -- revenue growth. In fact, if the momentum continues into the fourth quarter, total 2009 revenue for mall networks could wind up 50% ahead of last year.

Adspace reported a 50% hike in mall ad revenue in July and August and a spike of 85% in September. SeeSaw says its mall business grew 50% in the third quarter. Ad categories that upped spending in September include fashion accessories, healthcare, DVDs and TV.

One reason for growth is attractive demos: teens, young adults and women. Probably more important are the attractive CPMs -- around $5, which are low compared with TV. Those rates have caused many advertisers to shift budgets out of newspaper circulars into mall signage, say insiders.

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