The European Letterbox Marketing Association (ELMA) has unveiled its third pan-European census of door drop media covering 22 markets and 180m households. The research found that the door drop market in Europe continued to recover from the recession with an increase of 2.2 per cent to 115 billion items in 2012. However, pressure on costs resulted in media spend falling marginally to €3.9bn; a decrease of 0.7 per cent compared to 2011.
Croatia was the only country to see an increase in the average number of door drops from seven to eight per week. The large economies of France, Germany and UK (244m items) all increased use of door drop, balancing the stabilisation and slight decline of volumes in the CEE and Scandinavian markets. UK households (left) receive five door drops per week.
Read the rest at European doordrop market recovering from recession says ELMA president Mark Davies | MAA.
