Tag: brexit
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.
Are you undecided on the best channels to suit your marketing objectives? Contact our friendly team on 02921 320 200 or email [email protected] for award-winning media planning and buying advice.
UK Adspend looking positive despite Brexit gloom
Adspend in the UK is forecast to grow for the eighth successive year in 2017, with predicted growth up from 5.8% to 7.2%, according to the latest figures from the WPP media agency group.
Upgraded growth forecasted for Group M this year – up from 6.3% to 7.2% for 2016.
Traditional media advertising spend is predicted to fall from -1.1% to -2.6% for 2016 and from +0.5% to -1.4% in 2017
TV ad spend is expected to be down 0.1% this year and up 1.0% in 2017.
A growth in cinema advertising is expected by 1% in 2016 and by 3.4% in 2017 following a huge increase of 21.5% in 2015.
Pure-play digital ad market share has risen to 52% this year and is predicted to grow up to 55% next year.
A 15% rise in digital display demand is likely for next year, with paid search accelerating and remaining the largest driver of growth.
Are you undecided on the best channels to suit your marketing objectives? Contact our friendly team on 02921 320 200 or email [email protected] for award-winning media planning and buying advice.