2001 Decline In UK Adpsend Led By TV
Total UK advertising expenditure fell by 2.6% year on year during 2001 to just over £16bn, according to the latest figures compiled for the Advertising Association’s Advertising Statistics Yearbook 2002.
President of the Advertising Association (AA), Niall Fitzgerald, said: “The last twelve months have been painful for the advertising business. The noticeable drop in TV advertising revenues developed into a full advertising recession that left very few parts of the business unaffected.”
The figures, produced by the World Advertising Research Centre, show that Television adspend fell 10.7% year on year during 2001, a fall in real terms (after adjusting for inflation) of just over 12%. Advertising expenditure on radio was down, declining by 9% in current prices and 11% in constant prices, while in 2001 the outdoor sector saw ad revenue decline some 3% on 2000, representing a fall in real terms of 4.5%. All press advertising totalled £8.5 billion in 2001, a loss of 1% on 2000, or 3% in real terms.
Weathering the storm, cinema adspend increased by 28% year on year during 2001 to £164m, an increase in real terms of 26%. Expenditure on direct mail totalled £2.2bn in 2001, up 9% on 2000 and representing an increase of 7% on real terms. The internet also faired well during 2001, with adspend growing by 7%, or 5% in real terms, to reach £166m.
The AA remains “cautiously optimistic” that the worst of of the advertising downturn is over and that the industry will start to recover in the second half of 2002.
Advertising Association: 020 828 2771 www.adassoc.org.uk
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