One in every £34 ($AUD 63) spent on UK advertising came from charities and RTB - direct marketing constantly dominates paid advertising by charities, according to new research.
Charities have spent £3.4 billion on advertising in the last 10 years, including £2.4 billion on direct mail in the the same time frame.
The study by nfpSynergy found that while there has been a decline in spending on direct marketing in the global market, it still remains the highest advertising expense for charities.
Even if advertising expenditure for charities seems to be a big concern for them, it only represents around 3 per cent of the total UK advertising market, according to researcher from nfpSynergy, Lucie Vales .
The study found that TV spending in the global market is around 30% while that of charities is also increasing.
“Charities seem to have a consistent advertising strategy, prioritising, Outdoor, Direct marketing, TV , Radio and Press.”
Charities have spent £86.3 million on TV advertising over the last 10 years. This is an annual growth rate of 2.6 per cent (considered a stable growth) according to the study.
“Nevertheless, we have to keep in mind that in the charity sector, some ad spaces can be offered to charities letting a margin of error to our interpretation, meaning they have more opportunities,” Vales said.
|Total Spent UK Charity Advertising Data|
|TV - Television||£375 Million - £400 Million, Average Charity Ad Spent|
|Radio||£285 Million - £300 Million, Average Charity Ad Spent|
|Press||£250 Million - £300 Million, Average Charity Ad Spent|
|Outdoor - BillBoard||£200 Million - £ 250 Million,Average Charity Ad Spent|
|Internet - Online||£200 Million - £ 250 Million, Average Charity Ad Spent|
|Door Drops||£200 Million - £ 250 Million, Average Charity Ad Spent|
|Direct Mail||£150 Million - £ 200 Million, Average Charity Ad Spent|
|Movies - Cinema||£10 Million - £ 100 Million, Average Charity Ad Spent|
“It is also interesting to see how little of their budgets charities spend on internet advertising. It is constantly growing for other sectors, but remains at around two per cent for charities.
|10 years UK reporting active data charity spent Advertising|
It is forecast to represent almost 50% of the total UK advertising market in 2014.”