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Zenith Publishes Media Yearbook

Zenith Publishes Media Yearbook

Zenith Media’s UK Media Yearbook 1996, published this week, reveals that during 1995 total advertising spend reached almost £11 billion, 8.1% higher than the previous year. This is a faster growth than either general economic growth or retail price inflation.

The book reveals that 76% of the population reads a daily national newspaper, while quality newspapers were the only national newspaper sectors to increase sales in 1995 compared to 1994 – dailies were up by 5.5% and Sundays by 0.7%. In terms of adspend, colour accounted for 40% compared to 18% in 1990.

Advertising makes up 36% of magazine publishers’ income and 78% of women read at least one women’s weekly title, while men’s magazine circulation grew 56% in the second half of 1995 compared to the first half.

In the television sector the book claims that housewives watch 19% more TV than the average and people over 55 watch 33% more: the average in 1995 was three hours 35 minutes of TV a day with the average number of commercials seen being 32.

Regional press is the second largest medium after TV, but national advertisers account for only 10.5% of their ad revenue. It is also reported that more free newspapers were launched than closed: in 1995 there were 713, 55% of all regional press titles.

Within the outdoor sector, according to POSTAR (quarter 3 1995), the typical 48-sheet has an ‘audience’ of 83,000 with six big contractors owning 87% of the 87,500 poster sites. Cinema admissions fell by nine million in 1995 to 115 million, which is the first fall in 17 years. Cinema was however the fastest-growing display medium in 1995 with ad revenue growing by 30% to £69 million.

EMAP remains the largest commercial radio owner, with 105 ownership points (the maximum allowed under ownership rules), while GWR is second on 93 points following its acquisition of Classic FM.

Zenith Media: 0171 224 8500

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