Research carried out by database marketing company KDB across 4m pieces of direct marketing, sent out by financial services companies between 4 and 17 July, found that response rates fell by up to 63% in some parts of the country.
The area from London to East Anglia in the East across to Bristol and the South-West showed a consistent drop in response, at a little over half normal rates. Response rates in the Midlands and Scotland also fell below average levels.
KDB attributed this decline to an increase in the consumption of press and TV news coverage across the UK during the period, distracting people's attention away from direct marketing activity.
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