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The Expenditure Report

The Expenditure Report. Executive Summary of adspend survey data for Q3 2010 and forecasts to Q3 2012. Summary – Overall UK picture Outlook.

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The Expenditure Report

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  1. The Expenditure Report Executive Summary of adspend survey data for Q3 2010 and forecasts to Q3 2012

  2. Summary – Overall UK pictureOutlook • Advertising expenditure is now expected to increase by 6.6% this year and by 2.3% in 2011. We have upgraded forecasts for both 2010 (from 5.4%) and 2011 (from 2%). • In Q3 2010, adspend rose by 7.3%, following an increase of 10.5% in Q2. This strong period of growth has been helped by the World Cup and weak comparative results for 2009. • We expect growth of around 5% in Q4 2010, boosted by spending in advance of the VAT increase in January 2011. However, growth will moderate through 2011 as consumers are hit by tax rises and concerns over employment prospects. • TV and out of home should see the highest growth in 2010. Online is expected to record the biggest increase in 2011. • Rates of growth should generally increase during 2012, boosted by the Olympics. Source: Advertising Association/Warc Expenditure Report, www.warc.com/expenditurereport

  3. Summary – The UK Media Mix • All media – with the exception of press and cinema – recorded growth in Q3 2010. TV (+15.8%), out of home (+12.4%) and internet (+11%) all recorded double digit increases. • Direct mail returned to growth in Q3 2010 (+7%) for the first time since Q1 2006. • TV, internet and out of home all saw their shares of display advertising spend grow year-on-year in Q3 2010. • The internet (including search) continues to gain share of classified (its share reached 69.2% in Q3), largely at the expense of regional newspapers and business magazines. • TV’s share of total advertising spend increased 2pp in the year to September 2010 and online gained 1.6pp. This came at the expense of press and direct mail. Source: Advertising Association/Warc Expenditure Report, www.warc.com/expenditurereport

  4. Summary – The UK Advertising Mix • Total display spend for 2010 is expected to be 8.4% up on 2009, its fastest rate of growth since the dotcom boom in 2000. This surge has been boosted by the strong demand for TV, with growth for the medium accounting for over 60% of display growth. • Recruitment advertising continues to decline (–20.2% in Q3 2010) as unemployment remains high and public sector advertising has been cut right back. By 2011, spend will be just a third of what it was at its peak in 2004. • Last year saw the largest declines in display, recruitment and other classified advertising since quarterly records began in 1982. Source: Advertising Association/Warc Expenditure Report, www.warc.com/expenditurereport

  5. Adspend declined 14.4% year on year in 2009 (at constant prices) % Source: Advertising Association/Warc Expenditure Report, www.warc.com/expenditurereport

  6. UK adspend is expected to increase throughout the forecast period % Source: Advertising Association/Warc Expenditure Report, www.warc.com/expenditurereport

  7. TV and internet recorded the strongest increases in spend in Q3 2010 % Source: Advertising Association/Warc Expenditure Report, www.warc.com/expenditurereport

  8. All media except press and direct mail show growth for the year to date % Note: Press total combines all newspaper and magazine categories. Source: Advertising Association/Warc Expenditure Report, www.warc.com/expenditurereport

  9. TV, cinema and internet all gained share in Q3 2010 Percentage points difference Source: Advertising Association/Warc Expenditure Report, www.warc.com/expenditurereport

  10. TV and internet have both seen significant share gain in the year to date Percentage points difference Source: Advertising Association/Warc Expenditure Report, www.warc.com/expenditurereport

  11. The topline data included in this presentation is drawn from the Advertising Association/Warc Expenditure Report. The Expenditure Report provides detailed and authoritative advertising expenditure data for all major media. For more information and to subscribe please visit www.warc.com/expenditurereport

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