With Olympics coverage available without advertising on the BBC during the summer -- and with the coverage capturing a sizable chunk of the U.K.'s television audience -- advertisers appeared to yank their ads from the country's commercial television outlets, a report by Britain's Advertising Association and researcher WARC (World Advertising Research Center) would seem to indicate. According to the report, television advertising spending dropped 7.2 percent during the third quarter versus the same quarter a year ago, as advertisers spent more than $300 million less in the quarter than they did during the second quarter. Many ad buyers, however, increased their spending on outdoor advertising, including billboards, posters, taxis and buses, which saw a whopping 25.4-percent jump in advertising for the three-month period ending September 30, the study observed. They also boosted spending on Internet sites, which saw a 10.9 percent increase from the same quarter in 2011. Newspapers, however, saw little benefit. Spending on national and regional newspapers and magazines fell 9.6 percent -- only slightly better than the 11.7-percent drop in the second quarter and 10-percent fall in the first.
It's nothing like the country vibe we were anticipating.
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