Total UK adspend fell by 3.9% for the full year 2008, and was down 9.6% year on year in the fourth quarter, according to new research from the World Advertising Research Center (WARC) on behalf of the Advertising Association.
Newspapers grabbed a 25% share of total adspend last year, just ahead of TV with 23%, while the internet now commands a 20% share.
| Advertising expenditure by medium, 2007 and 2008 |
| |
2007 on 2006 % change |
2008 on 2007 % change |
| Newspapers1 |
-0.3% |
-12.0% |
| Magazines2 |
-3.8% |
-9.9% |
| Television |
2.8% |
-4.9% |
| Radio |
3.4% |
-8.5% |
| Outdoor |
4.6% |
-3.8% |
| Cinema |
9.8% |
-0.9% |
| Direct Mail |
-6.5% |
-6.0% |
| Internet3 |
39.5% |
17.3% |
| Total measured adspend4 |
4.6% |
-3.9% |
| Notes: Classified recruitment for national and regional newspapers exclude online advertising paid for separately to a print campaign – this is included in internet advertising expenditure. 1 Includes supplements. 2 Excludes supplements. 3 Internet figures are WARC estimates. 6 Excludes directory advertising and production expenditure and includes agency commission. |
| Source: AA’s Quarterly Survey of Advertising Expenditure |
In a separate forecast released last month, WARC predicted that adspend levels in the UK will fall by 4.3% in 2009 at current prices, with the first upturn, a modest 0.3% rise year-on-year, set for Q2 2010 (see UK adspend levels to fall 4.3% in 2009).
Last December, GroupM forecast that total UK advertising spend will fall by nearly 6% year on year in 2009, the worst of any developed country (see UK ad spend to fall nearly 6% in 2009).
