Annual door drop industry report 2016
15 Feb 2017
Welcome to the 22nd Annual door drop industry report from the DMA Door Drop Board Committee, which investigates advertising trends relating to the door drop sector.
The report aims to quantify the size of the UK market in regards to the volume and spend from advertisers who, directly or indirectly, fund the distribution of their pre-printed communications material.
The 2015 results show a year on year decrease in unit volume of 4%, from 6.181bn to 5.934bn. Spend also decreased in 2015 (circa. 6.08% decrease on 2014) although that had risen in 2014 compared to 2013. Expenditure on door drops has also generally followed that of unit volume in terms of its decline.
One major reason has been the continued contraction of the newspaper networks, for example in 2007 the free newspaper network allowed one to distribute to some 18m households whereas today that number is less than 8m.
The average number of door drop communications delivered to the average UK household per week has fallen from 5.8 items in 2009 to 4.2 items in 2015, representing a 7% decrease year-on-year. It is worth noting, however, that improvements in targeting enables advertisers to be more specific in the audiences that they reach and more flexible in the timings between doing so. Ultimately, this enables advertisers to be more effective while also reducing the volume of door drops customers receive.