Population growth in Britain runs at 0.6% according to ONS. Average publishers for that many people could reasonably be expected to rise by around 800 as new unbaptised publishers/born-ins start counting hours. People are leaving faster than are being born in, and new recruits aren't covering it up.
24m hours for an increase of less than 200 to average publishers is incredible in its waste of time. Mind boggling makework. No business could sustain that kind of crappy results from a marketing campaign. No-one could afford the £130m cost to employ people at even national minimum wage to even begin to achieve that level of failure. Bankrupt model is bankrupt.