Ad spend increased by 3.7 % in 2016

New figures out indicate that Brexit had no adverse affect on UK ad spend with a flat growth in Q3 and an increase of 3.9% year on year, to £5.8bn in Q4.

This is the seventh consecutive year that advertising has shown a growth, with a spend of £21.4 bn in total for 2016 up by 3.7%

Internet spend dominates, up 13.4% to £10.3 bn for 2016. Mobile accounted for 99% of that growth, with ad spend for mobile platforms up a significant 45.4% to £3.9bn.

It is predicted that mobile advertising spend will slow over the coming years (2017: +30.4% and 2018: +20.8%)

Some traditional advertising mediums continue to hold their own with TV advertising growth driven by a 12.6% rise in video-on-demand ad revenues in 2016. Cinema spend was also up by 8% to £257m and radio up 5.4% to £646m.

Print spend fell by 10% to £10.1bn and direct mail fell by 10.4% to £1.7 bn.

The forecast for the next two years is positive with ad spend forecast to grow.

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