ACNielsen Shows UK Ad Spend Dip

New media research from ACNielsen has revealed the extent of ad revenue decline amongst Britain's national newspapers. The latest figures show that spend has probably fallen by 10% (some £21 million) year on year. Worst hit has been The Financial Times, with an alleged slip of around 40% in ad income.

The research data also indicates that October has been a particularly bad month in terms of ad revenue for the daily broadsheets. Reporting on the subject, the World Advertising Research Centre (WARC) claims that the quality titles have suffered more than the tabloids in the last month. This has been in spite of an audited rise in the circulation levels of most broadsheets after September 11. Respective slides of 23% and 21% were experienced by The Telegraph and The Guardian, despite the latter's increase in circulation of over 13% last month.

The generally held view is that the quality market's poor showing reflects the replacement of ads with news as the terrorism crisis developed. In addition, the upmarket titles are more dependent than tabloids on financial and recruitment ads, both in decline over the last year.

Looked at by specific tabloid, the research indicates that the Daily Mail managed to account for nearly 12% of all national newspaper ad revenues. However, the paper still suffered an 18.6% year-on-year drop, while its mid-market rival the Daily Express saw revenues down almost 10%. The Daily Star was has been more successful (revenues up 73.9%), as has the Sunday Express (up almost 40%).

October was believed to have been a relatively good advertising month for most Sunday papers in fact. The Observer, the Sunday Telegraph, the News of the World and Sunday Business are all believed to have achieved advertising income rises, the latter reaching growth of some 135%.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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