Total UK advertising expenditure for categories covered in the Advertising Association’s Quarterly Survey fell 3.2% to £13.8bn during 2001, having seen a year on year fall of 6.9% or £263m in the final quarter.
Annual Adspend By Medium | ||||
£ Million | Annual % Change | |||
2000 | 2001 | 2000 | 2001 | |
National Newspapers* | 2,252 | 2,071 | 13.1 | -8 |
Regional Newspapers | 2,762 | 2,834 | 11.2 | 2.6 |
Consumer Magazines** | 750 | 779 | 3.1 | 3.9 |
Business Magazines | 1,270 | 1,202 | 6.3 | -5.4 |
Television | 3,950 | 3,525 | 7.5 | -10.7 |
Radio | 536 | 487 | 15.4 | -9.1 |
Outdoor | 697 | 677 | 17 | -2.8 |
Direct Mail | 2,049 | 2,228 | 9.2 | 8.7 |
Total | 14,265 | 13,803 | 9.7 | -3.2 |
* includes supplements ** excludes supplements | ||||
Source: Advertising Association, 12.03.02 |
Weathering the storm, regional newspapers saw no change year on year during Q4 and over the year saw a 2.6% increase in advertising expenditure to £2.8bn. Consumer magazines saw a slight decline in Q4 but managed a 4% increase to £779m over the year as a whole, while direct mail grew by 11% during the last quarter of 2001 and by 9% for the whole year, totalling £2.2bn.
The AA figures do not include internet advertising and as such the total decline for 2001 was less than many analysts had forecast (see Latest UK Ad Growth Forecasts From Zenith And AA).