Salisbury is unusual in the UK, in that it’s classed as a cathedral city that’s located in the country of Wiltshire.
An historically industrial parish, Salisbury has evolved to develop an increasingly diverse economy over time, while it remains almost equidistant between the populous and relatively metropolitan cities of Southampton and Bath.
All things considered, Salisbury remains a deceptively lucrative location for advertisers in the region, with out-of-home (OOH) media offering a particularly viable medium.
Why Advertise on Billboards in Salisbury?
During the 19th and 20th centuries, the Salisbury Gas Light & Coke Company was the most prominent employer in the region, with this company running the city’s large-scale gasworks.
Until the beginning of the 20th century, Salisbury was also renowned for its lucrative cutlery industry, but the relative cessation of these markets has forced the city to engage in the process of economic diversification in the modern age.
To this end, it’s now a major player in the large-scale automotive industry, with prominent dealers such as Heritage Automotive and Foray Holdings Ltd now established as two of the biggest local employers.
According to the IT services firm Taylor Made Computer Solutions, these two firms also made a recent list of the top 500 companies in the south according to annual turnover.
Advertisers are also likely to be attracted by the city’s location, which serves as a popular home for those who want to commute to work in Southampton and Bath.
The latter can be accessed with relative ease through the A36, which remains a popular roadside location for billboard and OOH advertisers within the region.
OOH advertisers are also attracted by Salisbury’s reputation as a UK sporting hub, with Salisbury FC, Salisbury Rugby Club and the South Wiltshire Cricket Club (which is also based in the heart of the city).
The Population and Demographics in Salisbury
According to the most recent census, Salisbury boasts a total population of 62,216 people.
The region’s civil parish, which does not include many of the city’s suburbs, recorded a population of 40,302 during the same period, which makes for the vast majority of the local residents.
The average and median age of residents in Salisbury is 45, which is considerably higher than neighbouring locations such as Southampton and Bath. More specifically, just 13.3% of the population is aged between 18 and 29, while well in excess of 42% are aged 45 or older.
This highlights a slightly more mature and affluent consumer base, and one that may particularly appeal to brands that want to successfully advertise higher-end products and services.
Another key consideration for local advertisers is that more than 96% of the Salisbury population speak English fluently. This immediately makes it easier for brands to target vast swathes of local customers through a single language, lowering costs without necessarily compromising on the reach or exposure of messaging.
Why Outdoor Advertising in Salisbury is Beneficial
A first glance, Salisbury may not seem like the most obvious target for advertisers in the southeast of England.
However, there’s no doubt that this city has become increasingly popular amongst young professionals and commuters in recent times, while Salisbury’s high rates of employment and mature consumer base make for an attractive combination from the perspective of marketers.
Outdoor advertising is also a particularly effective medium for advertisers in the city, especially when you consider roadside locations along the A36 that runs between Salisbury and Bath.