Charities’ advertising spend switches to digital and doorstep advertising

The not-for-profit sector has spent a staggering £458.8 million on advertising in the first six months of 2016, reports say.

The figures, released by market research firm, Nielson, reveal that total advertising expenditure is up by 6 per cent compared to the same period in 2015, with charities’ digital and cinema advertising spend almost doubling.

Digital advertising saw a leap of almost 90 per cent when compared to the same period, rising from £2.9 million to £5.5 million. Cinema followed a similar pattern, up 78 per cent from £3.1 million to £5.5 million.

However, spend in the press sector had dropped by 22 per cent, from £32.5 million to just £25.3 million.

Experts have suggested that negative press coverage of charities may be to blame for the dip, in line with a drop in general circulation, particularly for print publications.

Elsewhere, spend in outdoor advertising grew by 36 per cent, up from £5.5 million to £7.4 million in the same period, ranking third for overall growth.

Television and radio advertising also saw a minor increase, up by 15 per cent and 17 per cent respectively.

Daniel Fluskey, the Head of Policy and Research at the Institute of Fundraising, had said that the surge in digital spend will enable charities to expand their audience reach, while moving away from invasive methods of communication, such as that of direct mail and doorstep leaflets.

However, spend on direct mail had actually grown in the first six months of 2016. More than £265 million had been spent on direct mail, over half of the sector’s entire advertising budget.

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