LONDON: Advertising expenditure levels in the UK fell by a total of 4.0% last year, to £18.6 billion ($30.6bn; €21.8bn) overall, according to new figures released by the Advertising Association and WARC.

According to the Advertising Statistics Yearbook 2009 – more information about which is available here – the drop off in spending in the British ad market followed on from a growth rate of 4.3% recorded the previous year.

Total media and production expenditure through the press category reached £6.8bn in 2008, with TV posting a total of £4.5bn, followed by online with £3.6bn and direct mail with £2.0bn.

Outdoor media and production outlay reached $1.0bn, with radio on £488m, and cinema on £205m.

However, press adspend declined by 11.8% on an annual basis last year, with TV also down by 4.9%, and direct mail by 6%.

Outdoor revenues were off by 3.8% year-on-year, with radio seeing a slide of 8.5%, while online advertising spending rose by 19.1%, and cinema posted a small uptick of 1.0%.

Press now has a total market share of 36.6% in the UK, followed by television with 24.0%, online with 19.3%, and direct mail with 11.0%. 

Outdoor's share stands at 5.5%, with radio holding 2.6%, and cinema registering a total of 1.1% in all.

For more information on the Advertising Statistics Yearbook 2009, please click here.

Data sourced from AA/WARC