Total retail advertising spend fell in 2018

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The total amount spent on advertising by UK retailers fell to £1.2bn in 2018, despite total spend across all sectors rising by 6.3% during the year.

The UK retail sector spent £1.25bn on advertising in 2018, down 1.8% year-on-year according to new data from the Advertising Association and WARC.

The only parts of the retail sector that saw year-on-year growth in terms of adspend last year was digital retail, where spend increased 57.8% to £187.5m, and cinema retail, which had a 4.4% increase to £10.9m.

Retailers’ spend on print media advertisement fell 15.2% to £149.9m; 7.6% to £378.1m on television ads; and 7% to £76.2m on radio.

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