UK Advertisers Keep Spend Flat in Second Quarter

11 September 2002

British adspend in Q2 appears to be virtually static, according to new figures compiled for the Advertising Association by the World Advertising Research Center.

The Quarterly Survey of Advertising Expenditure found that second-quarter spend edged up 1.1% year-on-year to £3.44 billion ($5.34bn; €5.48bn), though this represents a drop of 0.1% when inflation is taken into account.

• Total press adspend tumbled 4.2% at constant prices to £1.685bn, dragged down by a 7.6% slump for national newspapers and a 6.7% drop for business magazines. Although national papers posted the sharpest fall of any medium, the latest decline in spend is less severe than in recent quarters.

Television spend, boosted by the soccer World Cup, jumped 4.2% at constant prices to £934m.

Radio spend slipped 1.1% in real terms, hitting £121m, while outdoor dropped 3.3% to £174m.

Direct mail, however, once again proved to be the beneficiary of other media’s strife. Spend on this sector jumped 8.4% at constant prices to £527m.

Data sourced from: World Advertising Research Center; additional content by WARC staff