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Q: ADVERTISING INDUSTRY REVENUE ( Answered 4 out of 5 stars,   0 Comments )
Category: Business and Money > Advertising and Marketing
Asked by: claggers-ga
List Price: $50.00
Posted: 02 Apr 2003 03:30 PST
Expires: 02 May 2003 04:30 PDT
Question ID: 184820
By what percentage did total advertising revenue shrink between the
2000 and 2002 in US, UK and Europe markets...and what was the total
industry worth in these key markets?

Request for Question Clarification by pafalafa-ga on 02 Apr 2003 06:39 PST
Hello claggers-ga,

I've got excellent data for 2000 and 2001 (and in some cases, for
earlier years as well -- back to the early 1990's) for all the areas
you are interested in.

I only have 2002 for the UK.  It's still relatively early in 2003, and
many of the 2002 summaries have not yet been published.  Would you be
interested in what I have as an answer, or do you absolutely need 2002
data as well?

Clarification of Question by claggers-ga on 02 Apr 2003 07:17 PST
understand that a lot of 02 data may not be available yet, so any
recent data on these issues would be excellent
Answered By: pafalafa-ga on 02 Apr 2003 08:51 PST
Rated:4 out of 5 stars
Hello Claggers-ga, and thanks for your clarification.

The World Advertising Research Center amasses an enormous amount of
information on the global advertising industry.  Although most of
their information is for sale, a some of their summary information is
available at no cost at their site.  In particular, expenditure
information is available at:

One link on this page is the European Adspend report:

"Click here for a summary (PDF) of European advertising expenditure
trends in 2001 and latest forecasts for 2002-03 from WARC’s European
Advertising & Media Forecast."

which begins:


"In 2001 economic growth slowed in almost all regions of the world.
Even before the terrorist attacks in New York and Washington, the
collapse of the US technology boom significantly weakened global
equity markets. The tragic events of 11 September exacerbated the
economic situation, further depressing financial markets and reducing
business and consumer confidence.
Annual real GDP growth in Europe slowed from 3.3% in 2000, to 1.6% in
Consumers’ expenditure, which normally correlates closely to display
expenditure, was buoyant throughout most of 2001."

The full summary, with several detailed tables and charts, is
available by clicking on the link, and opening up the PDF file.

Table 1 of the above report has a great deal of the data you are
looking for:

Table 1: 2001 European display and classified adspend and annual %
2001 adspend annual
..............Euro m..........% change
UK ..........18,842.......... -5.0
Germany..... 18,557.......... -8.3
France....... 9,904.......... -1.0
Italy........ 7,823.......... -3.1
Spain........ 5,095.......... -5.9
Total Europe. 83,447......... -4.1

US.......... 132,893........ -10.0

Japan....... 36,417.......... -2.0


There are other sources of data as well that you should be aware of:

Detailed UK advertising data (which, interestingly enough, comes
directly from WARC) can be found at the UK Advertising Association
website at:

Table 2 on this page summarizes annual advertising data for recent
years.  Total advertising expenditures (in British pounds) were:

2001 -- 13,794 million 

2002 -- 13,908 million 

Data are also provided for breakouts -- newspapers vs magazines vs
television, etc.

Historical UK data can be found at the same site at:

which provides information covering the period 1992-2001.


Now, for the U.S. 

You can find detailed current and historical advertising expenditure
data at a private company site, Universal McCann:

The link has a detailed discussion of the current advertising climate,
and recent expenditures, in the U.S.

In addition, take careful note of the clickable text at the top of the
page that says:

[ View Bob Coen's historical advertising data ]

Clicking on this will take you to even more detailed data for the
entire history of the U.S.!!!!  At the bottom of the table, are some
hard to spot links that will take you to even more data, including
global summaries.

Extracting data for recent years for the U.S. turns up the following
numbers for advertising expenditures:

2002 -- 277.4 billion

2001 -- 231.3 billion

2000 -- 247.5 billion


I hope this is the information you needed.  If anything is unclear, or
requires more explanation, just post a Request for Clarification and
I'll be glad to assist you further.

search strategy:  "advertising industry" (expenditures OR revenue)
claggers-ga rated this answer:4 out of 5 stars
That's great! Exactly what I was looking for.
Thanks for your contribution

There are no comments at this time.

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