Agencies buck trend with decline of just 7% as clients draw on 'brand-building power' of press

National Newspapers of Ireland (NNI) has released its advertising agency 'league table' for 2008, which shows that almost €314 million was spent across NNI's 18 member titles last year. Although overall ad revenue was down on the previous year's figure, the amount spent by agencies on behalf of their clients remained stable at €192 million, dropping by just 7% or €14 million.

In contrast to the buoyant agency spend, direct advertising was not surprisingly down in 2008 given the slump in property and recruitment especially contributing to a drop in revenue of 24% or €38 million.

Commenting on the figures, NNI Chairman, Maeve Donovan, said: 'The fact that agencies spent more that €190 million on press advertising last year is positive. Agencies now account for more than 60% of our overall advertising revenue, so a decline of just 7% - compared to a much sharper drop in direct revenue - is a good sign and very encouraging.'

Aegis Media tops NNI league table for 2008

With an overall press spend of €44.5 million, Aegis Media once again topped the NNI league table for 2008. In second place with a spend of €27.2 million was Group M, while third position went to Magna Ireland which placed advertising worth €24.5 million in national newspapers last year.

An increase in spend of €3.6 million secured the highest increase in spend award for Publicis Groupe Media which spent a total of €24.4m on advertising in NNI newspapers in 2008. Omnicom Media Group (5th) also increased its spend to €10.2million (up 21.8%) and the highest percentage increase was recorded by Focus Advertising, which almost doubled its press spend to €1.5million last year.

'The strong agency spending shows that clients are acutely aware of the brand-building power of newspaper advertising,' said NNI's Maeve Donovan. ' In these recessionary times companies must look afte their brand more than ever,, and no other medium can give advertisers such a targeted access to such a receptive audience.'

For further information contact: Michelle Morrisroe - Research & Information Officer Ph: 01 6689099 mmorrisroe@cullencommunications.ie