Advertising expenditure in the UK was down by four per cent last year, new figures reveal.

According to the Advertising Association’s Statistics Yearbook 2009, adspend in the UK fell to £18.6 billion last year, in contrast with the 4.3 per cent positive growth level experienced in 2007.

Press advertising made up 37 per cent of all advertising expenditure, followed by the internet, which comprised 19 per cent of the UK’s adspend.

The report showed that press advertising was worth £6.8 billion in 2008, internet marketing totalled £3.6 billion and direct mail earned £2 billion.

However, press advertising and direct mail experienced an 11.8 per cent and six per cent decline respectively, while internet-based marketing experienced a 19.1 per cent rise.

The Advertising Statistics Yearbook found that overall, the printed press is the second most expensive advertising medium, costing a total of £300,000 a per year in production costs.

A recent study by TNS Media Intelligence found that marketing expenditure was down 14 per cent during the first quarter of this year.
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