AA Figures Show TV Is The Fastest Growing Ad Sector
Television has overtaken direct mail to become the fastest growing advertising sector, according to the latest figures from the Advertising Association’s Quarterly Survey Of Advertising Expenditure.
The figures, compiled by the World Advertising Research Centre, show that TV was the best performing medium during the third quarter of 2002, with adspend increasing by 9.3% year on year to £847 million.
Commenting on the data, one senior agency figure said: “This is a strong indication that things are picking up. TV is the first media into the recession and is usually the first to emerge. Clients are buying into the fact that nine times out of ten TV is the most powerful medium and these figures are part of a trend that we expect to see continuing into next year.”
Direct mail also performed well, recording an 8.6% year on year rise, which helped total UK adspend to reach almost £3.349 million during the third quarter of this year, an increase of 3.6% on the same period last year.
Outdoor adspend improved by 5.1% year on year between July and September to reach £183 million. This was closely followed by regional newspapers and consumer magazines, which saw adspend rise by 2.0% and 1.9% respectively.
Commercial radio also had a successful third quarter with adspend rising by 0.7% year on year to £120 million.
However, ad expenditure in national newspapers fell by 1.6% year on year to £444, adding weight to reports that recruitment advertising in the national press has fallen to an eight-year low (see Newspapers Face Massive Decline In Recruitment Ads).
Business magazines also saw adspend fall during the third quarter of 2002, slipping by 6% year on year to £318 million.
Overall, the figures will provide a boost to the advertising industry, which is still digesting Zenith Optimedia’s forecast that global advertising is set to grow by 2.9% in 2003, as an upswing that began in the latter half of this year continues into the next (see Zenith Optimedia Predicts 2.9% Global Ad Growth In 2003).
Advertising Association: 020 7828 2771 www.adassoc.org.uk
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