UK Newspaper Advertising Fights Back With 'Best Results' Since 2006

28 May 2008

LONDON: The latest data for 2007 released by Britain's Newspaper Marketing Agency shows national daily and Sunday newspapers increasing their share of the UK display advertising market for the second year running – the sector's most robust performance in five years.

The data, compiled by Nielsen Media Research, shows the print editions of national newspapers increasing their share of the display advertising market, rising from 13.7% in 2006 to 14% in 2007.

The 2007 share figure puts newspapers ahead of outdoor and cinema advertising, and compares with 35.7% for TV and 10.8% for magazines.

NMA ceo Maureen Duffy points out that when the marketing body was formed in 2003, newspapers focused on selling space to a narrow band of business sectors: cars, finance and retailers.

"The problem with that," observes Duffy, "is cars and finance were in decline and in addition [the titles] were losing share within those declining categories."

Since when newspapers' marketing focus has switched to ad categories such as banks.

Even fast moving consumables like Nestlé's cereals arm, Kraft's Philadelphia Cream Cheese and Diageo's Guinness have figured in recent national newspaper campaigns.

Duffy, however, refuses to be drawn as to the growth or otherwise of market share in 2008, pointing to the turmoil in the financial and property markets, and the adverse effect on household budgets of rising food and energy prices.

Data sourced from; additional content by WARC staff