Survey: UK Direct Mail Spending Up, But Trails Industry Average

Share this content:
Direct mail spending by advertisers in the United Kingdom from July to September lagged behind the marketing industry average, according to research released yesterday by the Advertising Association and the World Advertising Research Center.


The Quarterly Survey of Advertising Expenditure said direct mail spending, which includes only direct marketing ads sent through the mail, grew 2.1 percent to $1.1 billion in the third quarter. This compares with 4.6 percent growth for the overall marketing industry. Total ad expenditures in the UK were $7 billion in the quarter.


Media covered by the survey include national and regional newspapers, consumer and business magazines, television, radio, outdoor, cinema and direct mail. The figures exclude spending on ad production as well as sponsorship and promotions, but include agency commission.


All media produced positive year-over-year growth in the third quarter.


The fastest-growing medium was cinema, which followed declines in the first two quarters of 2004 with an increase of 23.1 percent from the year-ago period to $77.7 million. Outdoor advertising produced the next-highest gain, 7.3 percent to $415.6 million.


Only consumer magazine advertising showed a smaller percentage increase than direct mail, up 1.5 percent to $374.7 million.


Loading links....
close

Next Article in Agency

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here