Newspapers bear brunt of ad spend decline
LONDON - Total UK ad spend plunged almost 10% in the final three months of 2008, the Advertising Association revealed today.
Newspapers: ad spend down 10% in Q4 of 2008
Across 2008, total UK ad spend fell 3.9% year on year, with the AA-commissioned figures suggesting newspapers bore the brunt of the economic downturn, down more than any other medium by 12% year on year. Newspaper ad spend fell just 0.3% year on year in 2007.
The report, compiled by the World Advertising Research Center for the Advertising Association, demonstrates the speed of the downturn in the UK ad market. In 2007, total UK ad spend increased 4.6% year on year.
Magazines were the next worst-hit medium in 2008, the WARC figures show, with ad spend down 9.9% over the year, although WARC's figures exclude supplement ad revenue. Magazine ad spend fell just 3.8% year on year in 2007.
Radio ad spend suffered the third-biggest drop in 2008, down 8.5%, compared with an increase of 3.4% in 2007 year on year.
Unsurprisingly, online was the only medium to increase ad spend last year, up 17.3% year on year. This was, however, down sharply from the 39.5% rise in online ad spend between 2007 and 2006. The online ad spend figures are based on WARC estimates.
Cinema was another rare bright spot in the WARC figures, with ad spend down by just 0.9% year on year, compared with an increase of 9.8% year on year in 2007.
Outdoor ad spend dropped 3.8% year on year in 2008, down from a 4.6% year-on-year increase in 2007.
TV ad spend fell 4.9% last year, down from growth of 2.8% year on year in 2007.
This article was first published on mediaweek.co.uk
Latest jobs Jobs web feed
- Account Director- Exciting Online Content Marketing Company- Up to £70,000 plus OTE Cedar Scott Up to £70,000 basic (up to £90,000 OTE) plus share options, Central London
- Global Product Manager Evans Taylor c£50k - c£60k p.a. plus car, bonus and benefits, North East of England or Central London
- Brand Manager Radisson Blu Edwardian, London Competitive , South Kensington, London
- ACCOUNT DIRECTOR/SENIOR ACCOUNT DIRECTOR - BTL/SP/Brand Experience - London - £45 - £55k plus bonus Judi Patton £45K-55K plus bonus, London/Greater London
- Senior Planning Director, International Agency, London, to £120k Fill Recruitment Ltd to £120,000, Central London
- Account Planner Direct Recruitment Up to £50,000, Central London
Integrated digital marketing offers huge opportunities to engage, servic...
Mobile marketing is coming of age, and the pace of change is now exponen...
With UK consumers spending an average of £1,083 a year online, int...
Conversational Mobile Marketing: Engage Customers and Empower Advocates (Expert Reports) External website
The pressure is on for marketers and mobile operators to embrace a strat...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...