A drive to enhance relevance through improved targeting techniques has led to a decline in the volume of door drops, according to a report from the UK Direct Marketing Association (DMA).

The Annual Door Drop Advertising Expenditure Survey shows that volumes have contracted at a faster pace than spend, with the number of door drop items decreasing by just over 11 per cent to nine billion items in 2008 and expenditure falling by five per cent to £277 million.

The report attributes the decline to a number of factors:

• Improved use of client data
• Growth in digital advertising
• Current economic climate
• Reduction in the free newspaper circulation base

It also points to anecdotal evidence that the size and pagination of door drop material has also reduced.

According to the report, the average number of door drop communications delivered to the average UK household on an average week has fallen by a quarter, from 9.1 items in 2005 to 6.8 items in 2008.

Mark Young, chairman of the UK DMA Door Drop Council, said: "The marked difference in the decline in volume and spend is a clear indication of the increasing sophistication of door-to-door media. The current economic situation has impacted spend across all media but this research paints a clear picture of clients using door drops as a strategic and tactical tool in a targeted and responsible manner."

The survey measured door drop volume and advertising spend for communications material which had been distributed on a commercial basis including leaflets, catalogues, newsletters and product samples for commercial organisations, local authorities, charities and central government. The survey excluded local free newspapers, items inserted mechanically into paid or free publications and national directories (all three categories measure advertising revenue separately and have direct control over their own recycling and waste control).