UK ad spend dropped nearly 10% in 2008 Q4

Total UK advertising expenditure fell by 3.9% in 2008 but plummeted 9.6% in the fourth quarter.

Newspapers have seen the biggest drop in ad spend, down 12% on 2007, continuing a trend that saw ad spend drop 0.3% in the previous year. By contrast, cinema has shown itself to be the most robust “traditional” medium, with a drop of 0.9% compared with a rise of 9.8% in 2007.

The figures come from the latest research compiled by the World Advertising Research Center (WARC) on behalf of the Advertising Association.

Television saw a reversal of gains made in 2007. Ad spend on the medium fell 4.9% last year compared to a rise of 2.8% in 2007.

Radio and outdoor also saw gains in the previous year wiped out, with radio witnessing an 8.5% fall in ad spend compared with 3.4% growth in 2007; outdoor fell 3.8% compared with a 4.6% rise in 2007.

Direct mail slightly arrested its decline, dropping 6% compared with a 6.5% fall in 2007.

As expected, internet ad spend continued to grow but its rate of growth has more than halved. It grew 39.5% in 2007 and 17.3% last year.

The figures are in line with the sharp decline in consumer spending witnessed at the end of last year. In December the British Retail Consortium reported retail sales had dropped for the second consecutive month and like-for-like sales had dropped for six consecutive months.

Latest from Marketing Week

Tesco, M&S, Just Eat: 5 things that mattered this week and why

m&s

M&S chief outlines digital-first strategy after profits plummet Marks & Spencer (M&S) is gearing up for a digital-first future, after its revealed on Wednesday (23 May) that profits had dropped a massive 62.1% to £66.8m compared to the previous year. A day earlier, the struggling retailer confirmed it will close more than 100 stores over […]

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here