Money spent on automotive advertising – one of the top five categories in the UK – last year fell by 6.6% although the total market rose by 5.5%, according to CIA MediaLab.

The total topped £8bn for the first time, with expenditure on press advertising (£3.1bn) now approaching the figure for television (£3.8bn). Radio advertising continues to show growth, rising by 4.8% to £555m. However, in the TV marketplace the amount spent on food advertising fell by 8.8%.

David Fletcher, of CIA MediaLab, said the figures were significant: “We seem to be seeing a move away from traditional advertising spend on fast moving consumer goods to spending in niche markets such as the computer sector or entertainment and media.”

CIA is a global media communications group whose clients include DaimlerChrysler and Shell.