Drop In UK Advertising Budgets Make Online Suffer

According to the IPA's Bellwether report, UK advertisers considerably cut back their budgets in the final 3 months of 2008, with just 7% of respondents pointing out they had raised their budgets during the final quarter of 2008. That was in stark contrast to the 49% who indicated that they had slash their marketing spends during the same period. It was also the fifth successive quarterly drop in spend, with initial expects recommending 2009 is set to see further slashes.

According to IPA estimates now around 10% of total advertising spend, one of the most manifest statistics to come from the report however was that online advertising spend which had tackled to run away the downward trend in Q3 2008 begun to see a fall with 7% of organizations indicating a cut back in spend for the following quarter (Q4). It should however be caveated with the fact that online was affected less than any other, indicative of further expansion in terms of whole UK market share

Traditional advertising channels sustained to endure in Q4 with "main media channels", which comprises TV, Radio and Press all seeing drop in spend during the final quarter of last year. This is not something that several leading professionals anticipate to see change in the short term with 45 percent of companies slashing whole ad budgets next year, and just 20 percent predicting a rise in spending.

A great fall in spend can be credited to extensive concern with nearly three quarters of the companies surveyed revealing that they believed the monetary circumstance had get worse during the final three months of the year, with 63% going on to say they were not positive for their own companies" monetary scenario.

I think IPA President and CEO of M&C Saatchi Worldwide, Moray MacLennan puts expectation for 2009 great indicating that the UK advertising market is going to be "no place for the faint hearted". It is however, motivating to observe the constant start of digital as part of the greater marketing mix.

If we look forward it is expected that at the years of 2009-10 digital marketing really came of age and mount in a great way.

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