Total UK advertising expenditure for categories covered in the Advertising Association’s Quarterly Survey fell 3.2% to £13.8bn during 2001, having seen a year on year fall of 6.9% or £263m in the final quarter.
National Newspapers was among several large categories which saw falls for both the fourth quarter of the year and the year as a whole. Q4 expenditure was down 17.5% year on year, while the sector saw a drop of 8% for 2001 as a whole, to just over £2bn. Business Magazines were down 11% for Q4 and down 5.4% over the year to £1.2bn, while TV dropped 13% in the final quarter and 11% for the year, to £3.5bn and Radio 14% for Q4 and 9% to £487m for the year, excluding sponsorship. Outdoor saw a heavy 13% fall in the final quarter and a 3% fall to £677m over the year.
Weathering the storm, Regional Newspapers saw no change year on year during Q4 and over the year saw a 2.6% increase in advertising expenditure to £2.8bn. Consumer Magazines saw a slight decline in Q4 but managed a 4% increase to £779m over the year as a whole, while Direct Mail grew by 11% during the last quarter of 2001 and by 9% for the whole year, totalling £2.2bn.
The figures above do not include cinema, the internet, directories and production costs. Final 2001 adspend categories are due for release in May.
Advertising Association: 020 828 2771 www.adassoc.org.uk
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