UK adspend has grown to £20.1 billion
A recent report by the Advertising Association/Warc Expenditure has shown a rise in UK adspend by 7.5% to £20.1 billion. This is the highest rate since 2010.
Cinema adspend saw the greatest rise of 20.8 per cent to reach a record £283 million in 2015. The release of Star Wars: The Force Awakens and Spectre has strengthened this. It is expected to grow further in 2016.
The second highest was internet adspend which rose 17.3 per cent to £8.6 billion. Mobile made up 78 per cent of the growth as it increased 61.1 per cent to £2.6 billion. Rapid growth is expected to continue in this sector.
TV adspend rose by 7.3 per cent to reach a record £5.3 billion. This was made up of a growth in spot spend of 6.7 per cent to £4.8 billion, and a 20.7 per cent increase in video-on-demand to £175 million. Total TV spend is forecast to rise a further 5.1 per cent in 2016.
Radio adspend grew 2.9 per cent to £592 million, and out of home spend rose 3.9 per cent to a record high of £1.1 billion.
Despite the fantastic growth in adspend for these platforms, print adspend for national newsbrands dropped 11 per cent to £1.2 billion. However, digital adspend increased by 2.5 per cent to £220 million. Direct mail spend grew 1.4 per cent to £1.9 billion data from the Royal Mail has shown.
The ad market is expected to grow again this year with AA/Warc forecasting 5.5 per cent growth for 2016 and for 2017.
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.