Ad Spending Slides in UK, But Direct Mail Rises

Share this content:
Spending by advertisers in the United Kingdom from January to March slipped 1.5 percent compared with last year, according to research released yesterday by the Advertising Association and the World Advertising Research Center.

The report's compiler, WARC, attributed the decline to a weak economy and international tension prior to the war on Iraq.

The only sectors to show growth were outdoor advertising and direct mail, recording respective increases of 13.3 percent and 1.4 percent. Together they accounted for 24 percent of ad spending in the quarter.

National newspapers, business magazines and consumer magazines were worst hit, reporting year-on-year declines in ad spending of 5.3 percent, 6.1 percent and 5.1 percent, respectively. The regional press recorded a 2.4 percent decline. Across all press, display advertising did worse then classified, falling 5.9 percent compared with a 2 percent drop.

Advertisers also trimmed their budgets for their campaigns on broadcast media, spending 1.3 percent less on television and 1 percent less on radio.


Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

Since 1985, Melissa 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 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 »

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

Relive the 2017 Marketing Hall of Femme

Click the image above