60% of European consumers prefer to access retail offers by door
drop media according to ELMA
Research coincides with five year analysis of European door drop media
•
- established an increase of 4.8% in media spend and 3.8% in volumes
•
Finland households receive 15 door drops per week and 6.1% of total
advertising spend is committed to the channel
March 2016: The European Letterbox Marketing Association (ELMA) has established,
through research from Toluna, that 60% of consumers in Europe prefer to receive retail
offers via door drop media, more than any other channel including newspaper adverts and
online offers.
The findings are announced as ELMA publishes a five year analysis of European door drop
media spend and usage across 20 countries and 180m households. Over the five years from
2010-2014 media spend has increased by 4.8% to €3.84 bn and usage to 110 billion items
in spite of a recession during that time and increase in the use of digital advertising.
Door drop media volumes 2010-14
Door drop media spend 2010-14
111000
€3950
110000
€3900
€3850
109000
€3800
108000
€3750
107000
€3700
106000
€3650
105000
€3600
104000
€3550
103000
2010 2011 2012 2013 2014
TotalVolume(millions)
€3500
2010 2011 2012 2013 2014
TotalSpend(millionsofeuros)
From the most recent figures available to the end of 2014 Germany increased the number of
door drops from 14 to 18 per week, with Croatia increasing from 8 to 11 in comparison to
Italy which fell from 10 to 6 reflecting the economic pressures facing the country. Finnish
households receive 15 door drops per week.
Households in The Netherlands continue to receive the highest number of door drop items in
Europe increasing by one to 36 per week. Irish and Romanian households continue to
receive the lowest number per household at two per week. The average number of items
received by households across Europe remains 12.
Average number of door drops per household per week
40
36
35
31
30
26
23
25
20
20
19 18
17 17
15
15 13
12
12
11
7
10
6
6
5
5
4
2
2
0
HH/week
The largest volumes by country in 2014 continued to be Germany (28,900,000,000m),
France (21,024,000,000m), The Netherlands (10,900,000,000m) and Italy (8,300,000,000
million). Finland is ranked 16th with 1,825,000,000.
Size of the door drop market in Europe 2014
35000
50000000
45000000
30000
40000000
25000
35000000
30000000
20000
25000000
15000
20000000
15000000
10000
10000000
5000
5000000
0
0
Numberofitems(millions)
DeliverableHouseholds
During 2014 Northern Europe allocated the greatest percentage of advertising spend for
door drop with Norway at 7%, followed by Finland (6.1%), Denmark and Sweden (5.1%),
The lowest allocation of media spend on door drops was in Slovakia at 1% followed by
Ireland (1.1%) and Germany and the UK 1.4%. The average allocation of advertising spend
to door drop across Europe was 2.1%.
Door drop as a percentage of total media spend
8,0%
7,0%
6,0%
5,0%
4,0%
3,0%
2,0%
1,0%
7,0%
6,1%
5,1%5,1%
4,8%4,7%4,7%
4,5%
3,9%
3,5%
2,8%
2,4%2,3%2,2%
2,1%
1,8%
1,5%1,4%1,4%
1,1%1,0%
0,0%
%AdverLsingSpentonDDM
Commenting on the research findings, Mark Davies, ELMA President and Managing Director
of Whistl Doordrop Media, said:
“The last five years have seen unprecedented change in marketing with a proliferation of
channels and fragmentation of the audience. Door drop has been in use for many years and
we have tested its effectiveness as a tool for retailers to target promotions and over 60% of
consumers continue to prefer it as the channel to access these offers.
“Our analysis of the door drop market in Europe over the past five years continues to
demonstrate its effectiveness as a channel which has grown faster than TV and massively
outperformed press in that time.”
ELMA represents the leading Pan-European distributors of print media, such as leaflets,
flyers, catalogues, brochures, free newspapers and product samples. Over 130,000 people
work for the companies within ELMA of which the vast majority are distributors. The aim of
the association is to guarantee quality standards of member operations and promote the
door drop channel.
-- Ends –
About ELMA
Founded in October 1990, the European Letterbox Marketing Association is an experienced specialist in pan-European
direct marketing and direct distribution activities.
ELMA's objectives are based on two fields of interest: ensure a unified and high-quality service in the field of
international direct marketing and sampling activities and thus create a stronger confidence and common usage of
European-wide direct marketing services.
For further information, please contact:
ELMA, www.elma-europe.com
Email: [email protected]