|
DIRECT MARKETING ASSOCIATION survey shows - Door to Door is UK’s fastest growing media
|
|
|
Official Direct Marketing Association Annual Door to door expenditure survey reports record growth level of 205% - volumes are expected to top 15 billion items in 2008.
|
|
|
Figures released by the DMA Door to Door Council report continuing record growth for Door to Door in 2005. The results are based on the Council’s annual survey of total UK spend on Door Drop Marketing.
The survey shows that expenditure on Door to Door distribution increased by a record 5.4% in 2004, door to door continues as the UK’s fastest advertising media.
Including print and production costs, total UK spend on Door Drops increased to £1,051 million from £997 million in 2003.
Door Drop volumes were up 5.7% to 12.560 billion items. In 2008 volumes are expected to top 15 billion items
|
|
|
Door to door is twice as big as Radio advertising. Door to door has regularly outperformed total UK advertising expenditure..
Between 1994 and 2004, expenditure on Door to Door has grown by 205%, more than two and half times the rate of total advertising expenditure which has increased by 81% at current prices. Door to door is nearly twice as big as commercial radio in revenue terms which has grown by only 149% since 1994 despite the huge increase in the number of radio stations. Similarly the huge increase in TV channels has only resulted in a total overall increase in television advertising expenditure of 64% since 1994
|
|
|
Door Drop practitioners attribute the continuing growth to a number of factors:
Ø Door to Door is still an emerging medium and has benefited more from general advertising growth than other sectors.
Ø An increasing number of advertisers are ‘discovering’ or re-discovering the benefits of Door Drops. 80 of the top 100 UK advertisers are users of the medium.
Ø The twin benefits of mass coverage and sophisticated targeting potential make Door Drops increasingly attractive against the background of general media fragmentation.
Ø The high level of retail competition, particularly in the Grocery and DIY sectors which are heavy, regular users of the medium.
Ø A growth in Door to Door communications from Government Departments, Local Authorities and Education & Health Trusts.
Ø A growth in the range of services offered by traditional Door to Door companies, embracing items that may previously have gone via alternative distribution channels - .
source DMA
|
|
|
|
