Hague praises adland as spend hits pounds 14.3bn

Adspend in Britain has reached a record pounds 14.3 billion - and the news brought a hearty endorsement of the industry this week from the Tory leader, William Hague.

Adspend in Britain has reached a record pounds 14.3 billion - and

the news brought a hearty endorsement of the industry this week from the

Tory leader, William Hague.



But he warned it to be on its guard against threats to self-regulation

and called for agencies not to be tied down by over-taxation.



Hague’s comments came as the Advertising Association published figures

showing a 4.1 per cent increase in adspend in real terms, the seventh

consecutive annual rise.



At the same time, advertising’s share of the gross domestic product has

reached a record level of 1.71 per cent, exceeding the pre-recession

peak of 1.19 per cent.



Press advertising still brings in the highest proportion of overall ad

revenue, accounting for about 52 per cent of the total. TV is the second

largest medium with 28 per cent.



Speaking to industry representatives at the AA’s annual lunch at

London’s Savoy hotel, Hague cited the figures as proof of the industry’s

’tremendous success story’.



He said: ’When we talk about digital TV and the internet, we should

remember nobody could pay for these things if it wasn’t for you.’



Recalling his party’s ’famous associations’ with the industry in the

past, Hague said both had been in the process of reinventing themselves

to adapt to an age where businesses were becoming small and flexible and

traditional brand loyalties had broken down.



’I want your industry to take full advantage of the enterprise culture,’

he added.



But Hague claimed the culture, as personified by the ad industry, was

threatened by a Government that was over-regulating and taxing

heavily.



He swung his party’s support behind efforts to thwart Sweden’s attempt

to extend its ban on TV advertising to children across the EU.



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