November saw the first recorded fall in offline advertising by UK internet companies, reports new research by ACNielsen’s Jeremy Ridgeway.
Non-internet adspend in that month (£10.95m) declined by over 25% year-on-year (£14.86m), according to the study - although it bettered the figures for July, August and September.
According to Ridgeway, one (or both) of two factors caused the slowdown: "It is either because of the funding crisis many dotcoms face, or because they have succeeded in driving enough traffic to the site - or a mixture of both," he said.
Ridgeway believes the November slump may not presage a long-term decline given the significantly higher than average spend for the month in 1999.
News Source: CampaignLive (UK)