Event spend identified for first time by IPA

The Institute of Practitioners in Advertising (IPA) has agreed for the first time to definitively identify the value of the event sector in its high profile Bellwether Report. Following lobbying by the Events Industry Alliance (EIA), the IPA has committed in principle to separate out the individual components of the ‘all other’ section of the quarterly Bellwether Report, which tracks spending in the marketing industry. EIA group chief executive Trevor Foley said it was vital that a definitive value was put on UK events spending: “We need to know the size of our market and have quantifiable measurements as to whether clients are spending more or less, so it gives us a benchmark,” he said. Currently the report includes breakdowns on advertising, direct marketing, sales promotion, internet spending and then ‘all other’. The ‘all other’ section comprises conferences, exhibitions, corporate hospitality, event sponsorship, PR, corporate literature, product sampling, competitions and mobile phone marketing. In the 2007’s first quarter Bellwether Report this accounted for just under £10bn of the UK’s £43bn marketing spend. IPA communications director Tessa Gooding said initial research would be carried out to determine if it was possible to segment the ‘all other’ category. “The first logical step to achieving this is to research the individual components to ensure that we are extracting and monitoring the largest components,” she said. “Once we have updated this data, we’ll be in a position to make a decision on what the survey will track in the future.” Gooding added that this research would be carried out across the rest of this year, with the first quarter 2008 report pencilled in as the first to include the stripped out data, presuming that proves viable. She also said the IPA was likely to include conferences, exhibitions and event sponsorship under a new ‘events’ section.

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