The figures for the January to March 2002 period come amid increasing evidence that the UK advertising industry is entering a recovery period, following the advertising downturn and events such as September 11 and the foot-and-mouth crisis.
The research shows that national newspaper advertising continued to suffer badly in the first quarter, with revenues down 17.4% on last time to £506m. However, regional newspaper advertising rose by 0.7% to £731m against last time.
TV adspend, which contributed to a poor performance by ITV over the past year but is now believed to be on the way back up, fell 6.8% to £849m, down from £911m in the same quarter last year.
Radio advertising fell 0.7% to £120m, while outdoor adspend took a 10.8% knock, falling to £145m.
The worst hit sector was business magazines, which saw adspend fall 21.5% to £232m, although spend in consumer magazines was down just 2.1% to £184m.
One sector, however, recorded an increase during the period -- direct mail grew by 5.8% to £630m compared with last time.
The findings are part of the Advertising Association's 'Quarterly Survey of Advertising Expenditure'.
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