Spending on food advertising has fallen by £18m – 4% year-on-year – according to new figures from Nielsen Market Research. The biggest fall in spending was on outdoor advertising, which fell 51% to £21.1m in the first eight months of 2008 against the same period last year.

Door drops and direct mail fell 28.9% and 10.3% respectively, while radio spend dropped a more modest 3.4%. Newspaper and magazine spend also saw a punishing 12.3% fall.

Some sectors, though, managed to buck the trend and spectacularly outperform the market. Cinema advertising grew a huge 118%, albeit from a low base of £5.7m. Online also saw significant growth of spend, increasing 61% to £3.9m.

Meanwhile, spend on TV adverts grew 2.6%, remaining by far the largest category, accounting for £300m of the £433m market.