Advertising Association Airs Latest Media Pocket Book

30 July 2002

The 2002/03 edition of The Media Pocket Book is published this week by the British Advertising Association in conjunction with WARC.

It features data from a wide range of reliable sources including BARB, Mediaedge:cia, Jupiter MMXI, Nielsen Media Research, Viacom Outdoor and the AA’s own survey of advertising expenditure. The compact format of the book allows instant access to a diverse range of media facts and figures, for example …

• In May 2002, 10% of adults (aged 15+) surveyed said they intended to purchase digital TV in the next 2-3 years, compared with 20% in May 2001. 29% said they would ‘never’ purchase it.

• 84% of all adults read a regional newspaper.

• Direct mail accounts for 20% of all mail items received in the UK.

• The proportion of adults using the internet rose to 47% in December 2001, more than twice as many as in 1998 (23%).

• ABC1 consumers make up 65% of the national cinema audience, while 61% of the audience are under 35 years old.

• Almost one fifth of adspend in national newspapers is from the financial sector.

• All five terrestrial TV channels lost out to ‘other’ (non-terrestrial) services during 2001, with total share of ‘all viewing’ of ‘other’ channels rising to just over 20% in December.

• The number of consumer press titles dropped in 2001, for the first time in seven years.

• It has been predicted that there will be 2.9 million digital terrestrial television subscribers by 2007, and a total of 18 million subscribers to some form of digital TV.

• Total circulation of national daily newspapers has dropped by around 6% since 1997.

Priced at £27.90 ($43.60; €44.40) per copy inclusive of shipping, The Media Pocket Book 2002/03 is available now from the World Advertising Research Center on +44 (0)1491 411000

Data sourced from; additional content by WAMN staff