According to the AA's Quarterly Survey of Advertising Expenditure, advertising fell by 1.8% in real terms during the second quarter to £3.49bn -- a rise of 1.2% in current prices.
The business magazine sector was hardest hit, with adspend down by 7.8% in real terms at £266m, followed by national newspapers, which recorded a decline of 7.4% on constant prices to £461m.
Outdoor advertising recorded a significant gain, at 3.2% in constant prices, a rise of 6.3% in current prices, in line with the findings of the ZenithOptimedia advertising forecast released yesterday, which showed the outdoor market was a bright spot in the UK market.
Zenith said that demand for outdoor shot up 17% in the first quarter and 6% in the second.
Radio was up by 1.1% in constant terms and direct mail spend rose by 0.4%.
National television was down by 1.3% in real terms, but was still the biggest sector overall with spend of £950m. Regional newspaper advertising is the second largest sector in the country and proved its resilience by recording a 0.3% rise in constant terms.
The AA Quarterly Survey of Advertising Expenditure is compiled by , the World Advertising Research Centre, from which the report can be purchased.
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