Skip to content

FOI Request: Spending on advertising

Request

Could you please answer as many of the following questions as possible:-

Q1. How much was spent on advertising in the UK for the last three years by the following groups?:-
(a) The whole population
(b) All UK universities
(c) The Public sector (including informative adverts)
(d) Graduate recruiters targeting prospective students

Q2. How much was spent on advertising to teens (14-18 year olds) in the UK for the last three years by the following groups:-
(a) The whole population
(b) All UK universities
(c) The Public sector (including informative adverts)
(d) Graduate recruiters targeting prospective students

Q3. How much was spent on online advertising in the UK for the last three years by the following groups:-
(a) The whole population
(b) All UK universities
(c) The Public sector (including informative adverts)
(d) Graduate recruiters targeting prospective students

Q4. How much was spent on online advertising to teens (14-18 year olds) in the UK for the last three years by the following groups?:-
(a) The whole population
(b) All UK universities
(c) The Public sector (including informative adverts)
(d) Graduate recruiters targeting prospective students

Response

Thank you for your request to the Office for National Statistics (ONS) asking for information under the Freedom of Information Act 2000 on the amount spent on advertising in the last three years in the UK. ONS has two sources that provide partial estimates of expenditure on advertising in the UK. Statistics for the whole population and the public sector are available and provided below. However, statistics on advertising expenditure by universities, graduate recruiters, internet advertising, and advertising aimed at people aged 14 to 18 are not held by ONS.

Q1 - How much was spent on advertising in the UK for the last three years by the following groups?:
(a) The whole population
ONS have two sources which overlap and provide different but partial estimates of expenditure on advertising by the whole population.

1. The Annual Business Survey (ABS) http://www.ons.gov.uk/ons/rel/abs/annual-business-survey/index.html collects the purchases of advertising and marketing services from a sample of UK businesses, and estimates a value for the UK Business Economy (which excludes Public Administration and parts of Finance and Agriculture not covered by the survey). The figures include payments for television and radio media time, newspaper and billboard space, and payments to third parties for market research and public relations activities.

Total purchases of advertising and market research from the ABS for the UK Business Economy were £29,005 million in 2009,  £31,188 million in 2010,  £32,649 million in 2011. Figures for 2012 are not yet available.

Some of the purchases recorded by the ABS above are treated as products recorded in the UK annual Supply and Use Tables below.

2.  The UK annual Supply and Use tables http://www.ons.gov.uk/ons/publications/re-reference-tables.html?edition=tcm%3A77-315299, consistent with the 2013 edition of the Blue Book also provide estimates. Data are not available for 2012 as estimates have not been reconciled under the National Accounts framework for setting balanced annual GDP. The advertising services product (consistent with the CPA(2008) product classification http://epp.eurostat.ec.europa.eu/portal/page/portal/cpa_2008/introduction) includes market research services.

The intermediate consumption (P.2) and final household consumption (P.3) of advertising and market research services (CPA 73.00) was £23,756 million in 2009, £24,496 million in 2010 and £25,026 million in 2011.

The main reason that the estimates from the annual Supply and Use tables are lower than those from the ABS is because the latter may include further direct spending by businesses on products related to advertising, such as printing (CPA 18.12.12), publishing (e.g. 58.14.3), films (e.g. CPA 59.11.3), radio (CPA 60.10.3), television (CPA 60.20.4) and internet (CPA 63.11.3) which are not included in the Supply and Use estimate for CPA product 73.00. It is not possible to separately identify spending on these products as the level of detail is unavailable.

(b) All UK universities
Requested level of detail is unavailable.

(c) The Public sector (including informative adverts)
The ABS does not provide estimates for the public sector but the UK annual Supply and Use tables above, consistent with the 2013 edition of the Blue Book gives estimates. Data are not available for 2012 as estimates have not been reconciled under the National Accounts framework for setting balanced annual GDP. The advertising services product (consistent with the CPA(2008) product classification<3>) includes market research services.

The intermediate consumption (P.2) of advertising and market research services (CPA 73.00) by the public sector (central and local government only) was £1,866 million in 2009, £1,828 million in 2010 and £1,770 million in 2011.

Data for public corporations and non-profit institutions serving households (charities, universities etc) are not included as this level of detail is unavailable.

There may also be further spending on advertising related activity such as printing (CPA 18.12.12), publishing (e.g. 58.14.3), films (e.g. CPA 59.11.3), radio (CPA 60.10.3), television (60.20.4) and internet (CPA 63.11.3). However it is not possible to separately identify these as the level of detail is unavailable. 

(d) Graduate recruiters targeting prospective students
Requested level of detail is unavailable.

Q2.  No data are available.

Q3  Requested level of detail is unavailable.

Q4  No data are available.

 

Content from the Office for National Statistics.
© Crown Copyright applies unless otherwise stated.