UK advertising expenditure dropped 4% year on year to £18.6 billion in 2008, according to the latest figures from the Advertising Association.
The
Advertising Statistics Yearbook 2009 reveals that this compares to positive annual growth of 4.3% in 2007.
| UK Advertising Expenditure, 2008 |
| |
Media expenditure |
Production expenditure |
Total expenditure |
| Press |
6,511 |
300 |
6,812 |
| Television |
3,819 |
645 |
4,464 |
| Internet |
3,350 |
255 |
3,604 |
| Direct Mail |
2,040 |
– |
2,040 |
| Outdoor & Transport |
939 |
79 |
1,017 |
| Radio |
454 |
34 |
488 |
| Cinema |
205 |
– |
205 |
| TOTAL |
17,318 |
1,313 |
18,631 |
| Source: Advertising Association’s Advertising Statistics Yearbook 2009 |
The largest medium was press, attracting 37% of all advertising expenditure, followed by TV with 24% and internet in third place, accounting for just over 19%.
| UK advertising expenditure, % share |
| |
% share |
| Press |
36.6 |
| Television |
24 |
| Internet |
19.3 |
| Direct Mail |
11 |
| Outdoor & Transport |
5.5 |
| Radio |
2.6 |
| Cinema |
1.1 |
| TOTAL |
100 |
| Note: These figures are inclusive of production costs. |
| Source: Advertising Association’s Advertising Statistics Yearbook 2009 |
All media apart from the internet (+19%) and cinema (+1%) declined in 2008, the AA found.
| UK Advertising Expenditure, year-on-year % change |
| |
Year-on-year % change |
| Press |
-11.8 |
| Television |
-4.9 |
| Internet |
19.1 |
| Direct Mail |
-6 |
| Outdoor & Transport |
-3.8 |
| Radio |
-8.5 |
| Cinema |
1 |
| TOTAL |
-4 |
| Note: These figures are inclusive of production costs. |
| Source: Advertising Association’s Advertising Statistics Yearbook 2009 |
At the start of June, GroupM forecast a 14% drop in UK adspend this year and a 3% fall next year (see GroupM forecasts 14% drop in UK adspend).
The forecast was revised from March 2009, with the main change coming for print, which moved from a fall of 20% to a fall of 26%.
In April, ZenithOptimedia forecast that UK ad spending will fall 8.7% this year, with global spend predicted to shrink by 6.9% (see UK adspend forecast to fall 8.7% in 2009).
