The European Letterbox Marketing Association (ELMA) has published its second pan-European census of door drop media now covering 22 markets. The research found that the door drop market in Europe increased by 2.3 per cent to 112 billion items in 2011 worth an estimated €3.9bn of media spend; an increase of 4.9 per cent compared to 2010.
In terms of the average number of items received by households in Europe, there continues to be a significant difference between the highest and lowest country. Households in The Netherlands receive on average of 36 items a week compared to Ireland and Romania who receive two. The average number of items received by households across Europe is 12.
Commenting on the research findings, Mark Davies, ELMA President and Managing Director of TNT Post DoorDrop Media UK, said:
“The Census emphasises the resilience of the door drop medium in Europe in an increasingly digital age, with its flexibility in responding to Marketer’s needs being the staple reason for its continued success. Our research shows that the channel is rebounding following recessionary pressures on volumes and prices in 2009 and 2010.
“With an average weekly volume of 12 items, it reinforces that door drop remains a significant marketing channel in Europe in addition to providing jobs for over 130,000 people.”