Adspend Falls Slightly In 1992

Advertising expenditure in 1992 totalled £8.76bn, according to the latest AA statistics. At constant 1985 prices this represents a slight fall in real terms from £6bn in 1991 to £5.98bn. Display advertising expenditure faired best, with an increase in real terms of 0.4%, while classified expenditure fell by 3.4%. Television advertising’s market share increased from 27.3% to 28.3%. This was to the detriment of press advertising, which fell from 34.1% to 33.5%. While the national newspapers’ share remained constant, the regional, consumer and business press all recorded falls in market share. Direct Mail increased its market share from 10.5% to 10.8%.