UK advertising expenditure increased by 1.1% year on year during the second quarter of 2002 to £3.4 billion, according to the latest figures from the Advertising Association‘s Quarterly Survey of Advertising Expenditure.
However, the positive growth does not hold up after the figures have been adjusted for inflation to show costant currencies; on this basis Q2 showed an overall decline of 0.1%.
The figures, compiled by the World Advertising Research Centre, reveal good news for the beleaguered television sector, which saw adspend rise by 5.4% in current price-terms and by 4.2% in constant currencies. The boost was largely due to increased advertiser activity during this summer’s World Cup in June (see Forecasts).
Alongside television, direct mail was the only other media category to show any year on year growth in constant prices, up by 8.4%. Radio just scraped positive growth in prices unadjusted for inflation, at 0.1%.
| UK Advertising Expenditure Q2 2002 | |||
| Year On Year Change | |||
| Revenue (£m) | Current prices | Constant prices | |
| National Newspapers | 483 | -6.5 | -7.6 |
| Regional Newspapers | 725 | -0.3 | -1.5 |
| Consumer Magazines | 198 | -0.5 | -1.7 |
| Business Magazines | 280 | -5.6 | -6.7 |
| Television | 934 | 5.4 | 4.2 |
| Radio | 121 | 0.1 | -1.1 |
| Outdoor | 174 | -2.1 | -3.3 |
| Direct Mail | 527 | 9.7 | 8.4 |
| Total Advertising | 3,440 | 1.1 | -0.1 |
| Source: Advertising Association, September 2002 | |||
