UK industry makes the case for advertising

Choice. A free press. The brands we love. Better products at cheaper prices. Search, social and e-mail. All of this is supported by advertising, but what support does advertising need?

The Advertising Association, an organisation that promotes the role, rights and responsibilities of advertising and which is part-funded by ISBA, the WFA's national association in the United Kingdom, published the third in its series of Advertising Pays reports.

Advertising Pays 3: The value of advertising to the UK's culture, media and sport builds on the economic case for advertising by looking at how advertising finances media content, which people in the UK value at almost £10 billion a year, with brand sponsorship benefiting the arts, sports and cinema with an additional £866m.

In the report, Deloitte estimates the "individual value" of the perceived benefits people get from using services that are free or subsidised by advertising %u2013 focusing on television and radio, online services, newspapers and magazines, cinema and the arts, and sport.

The Advertising Pays 3 report is available on the Advertising Association's website.