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The Advertising Association/Warc Expenditure Report

The Advertising Association/Warc Expenditure Report Executive Summary of adspend survey data for Q4 2010 and forecasts to Q4 2012 Updated to include full year 2010 internet data (April 2011). www.warc.com. Summary – Overall UK picture.

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The Advertising Association/Warc Expenditure Report

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  1. The Advertising Association/Warc Expenditure Report Executive Summary of adspend survey data for Q4 2010 and forecasts to Q4 2012 Updated to include full year 2010 internet data (April 2011) www.warc.com

  2. Summary – Overall UK picture • Overall, advertising expenditure increased by 8.1% in 2010 at current prices, or 4.6% at constant prices. This represents the fastest growth since the dotcom boom, albeit on the back of a very weak 2009 • TV was the fastest growing medium, increasing by 15.8% last year – its fastest recorded growth since 1986. Internet (+15.7%) and out of home (+12.5%) also saw double digit growth • The rate of adspend growth will slow to an anticipated 2.9% this year, before increasing to +5.4% in 2012 • Press results were mixed – national newspapers bounced back by 6% in 2010, but the regionals and magazines fared less well, dropping 6.4% and 5.9% respectively Source: Advertising Association/Warc Expenditure Report, www.warc.com/expenditurereport

  3. Summary – Overall UK picture • In Q4 2010, adspend rose by 7.5%, boosted by a strong performance by internet (+16.8%) and direct mail (+12.7%). Possibly advertisers are attracted by DM’s accountability in these uncertain times, though the medium’s overall spend is only on a par with 1998 levels • For most media, growth rates slowed towards the end of 2010 and a relatively weak economy, falling consumer confidence and rising unemployment will curtail further expansion this year • We anticipate higher rates of growth in 2012 as the economic recovery gains traction and London hosts the Olympics • TV expenditure grew strongly during 2010 and will continue to do so up until the Easter weekend and Royal Wedding, before easing off in the latter half of the year Source: Advertising Association/Warc Expenditure Report, www.warc.com/expenditurereport

  4. Summary – The UK Advertising Mix • Total display spend for 2011 is expected to be 3.6% up in 2011, following growth of 10.8% in 2010. This surge was boosted by the strong demand for both internet (+1.9pp) and TV (+1.6pp). • Total classified adspend increased 1.9% in 2010 and is forecast to rise by a further 1.2% this year • Recruitment advertising continued its decline last year (–17.2%) and is forecast another sharp drop in 2011 (–12.2%). The decline should halt in 2012 when revenue is expected to be maintained or show marginal growth • Non-recruitment classified increased spend by 5.5% in 2010 and should continue to growth throughout the forecast period. Source: Advertising Association/Warc Expenditure Report, www.warc.com/expenditurereport

  5. Adspend increased 4.6% year on year in 2010 (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. Internet and direct mail recorded the strongest increases in spend in Q4 2010 % Note: Press total combines all newspaper and magazine categories. Source: Advertising Association/Warc Expenditure Report, www.warc.com/expenditurereport

  8. TV and internet showed the biggest annual increases in 2010 % Note: Press total combines all newspaper and magazine categories. Source: Advertising Association/Warc Expenditure Report, www.warc.com/expenditurereport

  9. TV, internet and direct mail all gained share in Q4 2010 Percentage points difference Note: Press total combines all newspaper and magazine categories. Source: Advertising Association/Warc Expenditure Report, www.warc.com/expenditurereport

  10. TV, internet and out of home have all gained share in 2010 Percentage points difference Note: Press total combines all newspaper and magazine categories. 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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