Newspaper advertising expenditure in the UK amounted to £2,123m in 2016, according to data from the Advertising Association/WARC Expenditure Report. This represents a year-on-year fall of 11.5% from 2015, when total spend amounted to £2,399m. Excluding digital, newspapers took a 8.6% share of total UK advertising spend in 2016, down from 30.8% a decade earlier.In display-only terms, print newspapers were the fourth-largest advertising medium in 2016, accounting for 9.2% of all UK display adspend at that time.
When considering newspaper advertising expenditure by format in the UK, data show that print display accounts for the biggest share of total spend on £1,146m (54.0%), with print classified the second biggest on £554m. While broadly recording growth in recent years, digital formats are still much smaller than their print counterparts - with digital display taking £299m and digital classified on £124m in 2016. Digital ads account for a fifth of newsbrands’ total ad revenue. Newspaper adspend is split fairly evenly between national (51.9%) and regional (48.1%) titles.
Data show that digital display was the only newspaper ad format to record growth in 2016, with adspend up 7.2% compared with the previous year. Despite recent expansion, digital classified adspend was actually down 11.5% in 2016. Print formats recorded year-on-year declines in 2016, with display down 12.9% and classifieds down 16.7%.