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Advertising Expenditure Increases By 8%
Total advertising expenditure for 1995 reached £10.95 billion, an increase of 8.1% on 1994’s figure of £10.13 billion, according to final figures released by the Advertising Association.
Total Advertising Expenditure (including direct mail) £m
| 1990 | 1991 | 1992 | 1993 | 1994 | 1995 | |
|---|---|---|---|---|---|---|
| National Newspapers | 1,187 | 1,121 | 1,155 | 1,220 | 1,336 | 1,433 |
| Regional Newspapers | 1,715 | 1,628 | 1,640 | 1,715 | 1,871 | 1,963 |
| Consumer Magazines | 541 | 506 | 466 | 448 | 499 | 533 |
| Business & Professional | 790 | 708 | 746 | 714 | 785 | 897 |
| Directories | 492 | 504 | 523 | 551 | 589 | 639 |
| Press Production costs | 412 | 417 | 427 | 438 | 472 | 514 |
| TOTAL PRESS | 5,137 | 4,884 | 4,957 | 5,085 | 5,552 | 5,979 |
| Television | 2,325 | 2,295 | 2,472 | 2,604 | 2,888 | 3,103 |
| Direct Mail | 979 | 895 | 945 | 907 | 1,050 | 1,135 |
| Outdoor & Transport | 282 | 267 | 284 | 300 | 350 | 378 |
| Radio | 163 | 149 | 157 | 194 | 243 | 296 |
| Cinema | 39 | 42 | 45 | 49 | 53 | 69 |
| TOTAL | 8,925 | 8,532 | 8,859 | 9,139 | 10,136 | 10,959 |
All media show slight increases in expenditure, though there is no significant rise by any individual part of the industry.
In terms of percentages of the ad spend total, television, press and outdoor all show very slight decreases in comparison with last year. Media showing increases are radio and cinema, with direct mail staying the same.
Total Advertising Expenditure Percentage of Total
| 1990 | 1991 | 1992 | 1993 | 1994 | 1995 | |
|---|---|---|---|---|---|---|
| TOTAL PRESS | 57.6 | 57.2 | 55.9 | 55.6 | 54.8 | 54.6 |
| Television | 26.0 | 26.9 | 27.9 | 28.5 | 28.5 | 28.3 |
| Direct Mail | 11.0 | 10.5 | 10.7 | 9.9 | 10.4 | 10.4 |
| Outdoor & Transport | 3.2 | 3.1 | 3.2 | 3.3 | 3.5 | 3.4 |
| Radio | 1.8 | 1.7 | 1.8 | 2.1 | 2.4 | 2.7 |
| Cinema | 0.4 | 0.5 | 0.5 | 0.5 | 0.5 | 0.6 |
| TOTAL | 100 | 100 | 100 | 100 | 100 | 100 |
Source: Advertising Association