British broadcasters saw their share of the advertising market fall last year to the lowest level in five years, while internet advertising for the first time accounted for more than 10 per cent of all advertising expenditure.
Figures from the Advertising Association show that TV ad spending was down 4.7 per cent and radio fell 7.7 per cent from 2005 levels. Print advertising overall was down 2.7 per cent, although newspapers held steady.
But the story was very different online, where advertising expenditure grew by 47 per cent.
Here’s how the £19 billion spent on advertising in Britain was divvied up:
- Print 43.7%
- TV 24.1%
- Direct mail 12.2%
- Internet 10.6%
- Outdoor 5.7%
- Radio 2.8%
- Cinema 1.0%
Note: the figures reflect expenditure by advertisers, not revenues to the media channels. They include production and agency costs.