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The Expenditure Report

The Expenditure Report. Executive Summary of adspend survey data for Q3 2009 and forecasts to Q3 2011. Summary – Overall UK picture. Total UK adspend fell sharply again in Q3 2009 – but at a lower rate than Q2.

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The Expenditure Report

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  1. The Expenditure Report Executive Summary of adspend survey data for Q3 2009 and forecasts to Q3 2011

  2. Summary – Overall UK picture • Total UK adspend fell sharply again in Q3 2009 – but at a lower rate than Q2. • Total UK adspend for full year 2009 is now expected to be 12.7% down year on year at current prices, or 14.6% at constant prices. This represents the worst recession since the AA/Warc quarterly survey began in 1982. • UK advertising is projected to enter recovery in Q3 2010, with its first increase in adspend since the first quarter of 2008. • Recession has created winners and losers among UK media. Internet is the only medium to increase ad revenues in all three quarters of 2009. Cinema revenues grew in Q3 2009 (+10.2%) • Cinema and internet have gained share of ad budgets during the slump. Press has been the biggest loser of share. TV and direct mail have maintained their share. Source: Advertising Association/Warc Expenditure Report, www.warc.com/expenditurereport

  3. Summary – The UK Media Mix • TV, newspapers, internet, radio and cinema all saw their shares of display advertising spend grow year on year in Q3 2009. • Internet classifieds (including search) account for almost two thirds of total classified advertising in the UK. • The internet’s share of total advertising grew by just over 4 percentage points between the year to September 2008 and the year to September 2009. The share of total advertising accounted for by press fell by the same amount. Source: Advertising Association/Warc Expenditure Report, www.warc.com/expenditurereport

  4. Summary – The UK Advertising Mix • Most UK display media sectors saw year-on-year declines of between 10% and 20% in Q3 2009. • Display spend is expected to be flat in 2010 as consumer spending levels remain weak. • With unemployment rising, recruitment adspend fell by 40% in 2009; even spend on online recruitment fell substantially. Source: Advertising Association/Warc Expenditure Report, www.warc.com/expenditurereport

  5. Recent year-on-year declines have been greater than those experienced in the early 1990s % Source: Advertising Association/Warc Expenditure Report, www.warc.com/expenditurereport

  6. UK adspend recovery will arrive in late 2010: we anticipate Q3 2010 will show a rise of +2.8% (the first since early 2008) % Source: Advertising Association/Warc Expenditure Report, www.warc.com/expenditurereport

  7. Only two media sectors recorded a spend increase in Q3 2009 % Note: Internet data for Q3 2009 is a Warc estimate. Source: Advertising Association/Warc Expenditure Report, www.warc.com/expenditurereport

  8. Press adspend, particularly classified, has fallen sharply in the year to date % Note: Press total combines all newspaper and magazine categories. Internet data for Q3 2009 is a Warc estimate. Source: Advertising Association/Warc Expenditure Report, www.warc.com/expenditurereport

  9. The internet’s gain in share comes mainly at the expense of press Percentage points difference Note: Internet data for Q3 2009 is a Warc estimate. Source: Advertising Association/Warc Expenditure Report, www.warc.com/expenditurereport

  10. Internet’s gain in share is further evident when looking at year to date Percentage points difference Note: Internet data for Q3 2009 is a Warc estimate. Source: Advertising Association/Warc Expenditure Report, www.warc.com/expenditurereport

  11. The topline data included in this presentation is drawn from the Advertising Association/WarcExpenditure 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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