Radio is the biggest loser

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Originally uploaded by Markus Barkus.

LONDON – Spending on advertising in the UK increased by 2.1% in 2005, compared with a 6% rise the previous year, with online spend rising by over 70%, according to research published by the Advertising Association.

The internet continued to show its massive capacity for growth with an estimated 73% increase in adspend to £1.1bn, outdoor advertising rose by 5.8% and television by 3.6%. The rise in online advertising is hitting other sectors however. Print press adspend declined by 3%, radio fell 4.5%, cinema decreased by 2.6% and direct mail by 3.9% between 2004 and 2005. The drop off in total adspend over the past year is blamed on a slackening in consumer spending and other adverse economic circumstances. The media covered by the survey include national and regional newspapers, consumer and business magazines, television, radio, outdoor, cinema, internet and direct mail. The total figure excludes advertising expenditure in directories...