Bellwether Report values event sector at £3bn

The first Bellwether Report to include events has valued the sector at between £2.58bn and £3.01bn for 2007, ranking it ahead of PR and market research and just behind internet marketing. The well-respected study is compiled by the Institute of Practitioners in Advertising (IPA) and reports that for 2007, the event sector was responsible for 8.6% of total UK marketing expenditure. PR came in at 8.5%, internet marketing at 8.7% and market research on 6.2%. The report’s events category comprises conferences, corporate hospitality, event sponsorship and exhibitions. The total UK marketing expenditure in 2007 was estimated in the IPA Q4 2007 Bellwether Report to be £30-£35bn. “Bellwether methodology is designed to measure change over time, based on a representative panel of 250 marketing professionals,” explained report author Chris Williamson. “So while this should be taken as a rough guide, it is nevertheless a positive one.” The Events Industry Alliance (EIA) said the report’s findings confirmed that events played a “significant and growing part in the integrated campaigns of modern marketers”. “The figures show that a significant proportion of spend is already being channelled into this sector, implying a growing recognition of the value inherent in live event marketing, and it is now our industry’s job to ensure that this proportion continues to grow,” said EIA chairman Nigel Nathan.

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