Spread & Volume of Marketing Communications Presentation to Alcohol Forum Marketing Communications Task Force 4 March 2008
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Spread & Volume of
Marketing CommunicationsPresentation to Alcohol Forum
Marketing Communications Task Force4 March 2008
European Advertising Market 2006€ 90 billion
Source: WARC, IAB
Traditional Advertising Market Size €
2005 € 85 billion
200517%
2006: + 0.008%
Source: Nielsen Media Research
Geographic coverage
Traditional mediaTraditional media
Digital mediaDigital media+
Alcoholic Drinks Advertising spend
Total 2005 928.32 142.85 222.54 298.64 116.96 46.25 1755.56
Television Newspapers Magazines Outdoor Radio Cinema Total
Total 2006 844.90 150.18 200.87 314.11 124.48 42.65 1677.19
Total 2007 856.81 136.31 142.38 195.03 87.46 40.40 1458.39
Source: Nielsen Media Research
€ million
The World Sponsorship Monitor
Top 10 Spending Industries in Total Reported Value 2007 $m.
1496
1117
409 406 382 333 329 253 247 245Fin
ancia
l Serv
ices -
Bankin
gClot
hing -
Spo
rts
Telec
ommun
icatio
ns
Finan
cial S
ervice
s - In
suran
ceCars
/Auto
motive
Inform
ation
Techn
ology
Consu
mer Elec
tronic
sDrin
ks - B
eer
Drinks
- Soft
Drin
ks
Energy
/Power/
Gas/Elec
tricity
Top 10 Spending Industries in Total Reported Value 2006 $m.
1023901 854
640
394 383 381323 317
259
Financia
l Servi
ces -
Banking
Clothing
- Spo
rtsTele
communic
ation
s
Airline
sDrin
ks - B
eer
Drinks
- Soft
Drin
ksCars
/Auto
motive
Financia
l Servi
ces -
Insu
rance
Financia
l Servi
ces -
Cred
it Card
s
Inform
ation
Techn
ology
TWSM produced by Sports Marketing Surveys
2006 Total Market ValueInternet Advertising € 000
Source: IAB Europe / PwC
Source: IAB/PriceWaterhouseCoopers
2006 Total Market ValueInternet Advertising € billion
Source: IAB/PriceWaterhouseCoopers
Digital Advertising Market
Source: IAB/PriceWaterhouseCoopers
Internet Ad Expenditure Alcoholic Drinks
US $ US $ ‘‘000000 UKUK GERMANYGERMANY ITALYITALY
2005 2.613 2.171 999
2006 3.426 2.698 1.543
+ 31.1% + 24.3% +54.4%
Source: Nielsen Global AdView
+ 33%
Analysis: McKinseyData Source: Nielsen//Netratings
Pageviews, among top 100 properties
139 bill
2006
150 bill
2007
Search
Commerce
CommunityCommunications
Content
94 bill
2005
Community Groups growing dramatically
Exposure to Advertising - UK
- 0.1%- 16.3%
- 12.4%
- 6.0%
- 16.4%- 10.1%
- 4.0%- 15.5%
Source: Nielsen Media/OFCOM 11/2007
3 impacts per child per week
1.6% of total ads viewed
Digital Complaints 2007 - UK• 2,144 complaints re content of 2,116 websites • 94% from members of the public• Alcohol didn’t feature in the top 10 sectors• Only 4 alcohol complaints (about the content of
four different sites)– 1 related to responsibility– 3 about general issues (1 offence; 2 pricing).
• So as far as alcohol is concerned, websites aimed at/appealing to children are not an issue with ASA complainants
Source: Advertising Standards Authority
This paper was produced for a meeting organized by Health & Consumer Protection DG and represents the views of its author on thesubject. These views have not been adopted or in any way approved by the Commission and should not be relied upon as a statement of the Commission's or Health & Consumer Protection DG's views. The European Commission does not guarantee the accuracy of the dataincluded in this paper, nor does it accept responsibility for any use made thereof.
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