Advertising expenditure in the UK totalled £3,610 million in the third quarter of 2004, according to the Advertising Association (AA), with cinema surprisingly being the fastest growing medium, increasing by 23.1%, despite declines in the first two quarters of 2004.
However, results for this quarter excluded the Internet which is forecast to be the single fastest growing medium for 2004 although predictions have already been scaled down from a 50% increase to just over 30% for 2005.(see
AA Downscales Its 2005 Ad Expenditure Forecast)
Total advertising expenditure for the quarter has increased year on year by 4.6% or a 3.3% in real terms. This suggests that total adspend is on track to reach the 4.8% growth for 2004, as forecast by the AA in July.
All media covered by the AA including both national and regional newspapers, consumer and business magazines, television, radio, outdoor, cinema and direct mail have shown a positive year on year growth in July, August and September of this year.
After cinema, outdoor and transport produced the next highest gain with a rise of 7.3% on the same period in 2003.
| Advertising Expenditure by Medium Q3 2004 (£m current prices), |
| and Q3 2004 Vs Q3 2003 % change (current and constant prices) |
| |
Q3 2004 adspend |
Q3 2004 Vs Q3 2003 (% change) |
| |
£m |
current prices |
constant prices |
|
| National newspapers |
448 |
3.1 |
1.8 |
|
| Regional newspapers |
781 |
5.6 |
4.3 |
|
| Consumer magazines |
193 |
1.5 |
0.3 |
|
| Business magazines |
301 |
4.3 |
3 |
|
| Total press |
1,722 |
4.3 |
3 |
|
| – of which display |
883 |
3.1 |
1.9 |
|
| – of which classified |
840 |
5.5 |
4.2 |
|
| Television |
930 |
5.7 |
4.4 |
|
| Radio |
135 |
3 |
1.7 |
|
| Outdoor |
214 |
7.3 |
6 |
|
| Cinema |
40 |
23.1 |
21.6 |
|
| Direct Mail |
569 |
2.1 |
0.8 |
|
| Total measure adspend* |
3,610 |
4.6 |
3.3 |
|
| * excludes directory and Internet spending |
|
|
|
|
| Source: Advertising Association, December 2004 |
|
|
|
|
Related Links
