Estimates of Total Advertising
Expenditures in the UK before 1949
David S. DunbarInformation Services Director, J. Walter Thompson Company Limited
Introduction
Since 1948, estimates of total annual advertising expenditures in the UK have been produced continuously, in growing detail and accuracy, by the Advertising Association.1 Over the years, a number of refinements to coverage and techniques have been made, and these estimates are now, almost certainly, the most accurate of such data produced for any country in the world.
For the years before 1948, there are a number of scattered estimates. A few were based...