Door drop spend sees 7% increase

Amidst challenging times for many media channels,
door drops remains resilient in 2016

Today the DMA releases its latest research into the door drop industry, revealing that spend has risen by almost £20 million since 2015 – an increase of 7% and a return to 2012 levels. This is in spite of a reduction in unit volumes of 3% and in stark contrast to other media channels, which have seen overall declines over the last 5 years.

According to the report, annual door drop volumes have fallen from 5.934 billion in 2015 to 5.735 billion in 2016, while spend increased by 7% over the same period. The estimated number of door drops per household in 2016 has reduced compared to 2012, from more than five per week to around four per week.

Comparing changes in the door drop industry to seven other marketing media, using figures from the Advertising Association’s 2017 Expenditure Report, the sector has an average growth of 0.6%, compared an average contraction of -0.4% for the other media analysed. Overall, the figures highlight how door drops have remained resilient compared to other media channels, despite a challenging few years.

Mark Davies, Member of the DMA Print Council & Managing Director at Whistl, said: “Following UK ad spend growth hitting a five-year high in 2015, last year proved to be a more volatile and less predictable period for many in the UK. Uncertainty that’s been driven by major global events, including the UK’s decision to leave the EU, led to increased levels of uncertainty for the marketing industry as a whole. Despite these challenges, the door drop industry has remained resilient, as seen in previous economic periods of uncertainty. The reach, high levels of consumer engagement and longevity in the home that door drops offer all result in successful commercial outcomes. These are the primary reason for brands asking for its inclusion in their media schedule.”

Rachel Aldighieri, MD of the DMA, said: “Our research highlights a continued shift from mass to more targeted marketing in the door drop industry, driven by the increased use of consumer data by marketers. Techniques have trickled down from digital marketing to traditional print media. Building on this trend will make door drops increasingly competitive and another trusted tool in the repertoire of the responsible marketer.”

To find out more about the research, visit: https://dma.org.uk/article/annual-door-drop-industry-report-2017