The advertising spends of UK have remained steady despite
turmoil in the global economy.
the first quarter of 2012, UK's ad spend increased by 1.1
per cent, according to Advertising Association /Warc study.
ad expenditure is expected to improve over the year, reaching
overall growth of 2.5 per cent in 2012 with forecasts of a
further rise of 4.4 per cent in 2013.
ad expenditure is predicted to reach a value of £16.8
billion in 2012 and £17.4billion in 2013.
report provides the comprehensive measure of UK advertising
activity. It includes an overview of advertising spend by
individual media, encompassing print, TV, internet, radio,
cinema and out of home.
spend is estimated to have grown by 11.1 per cent in Q1 2012
compared with Q1 2011 and is expected to remain strong throughout
the year, with a forecast of 10.1 per cent growth and an overall
value of £5.3 billion in 2012.
of home saw a 3.1 per cent increase in Q1 2012, in a year
when Olympic and Paralympic Games are expected to drive overall
growth by 4.1 per cent to £0.9 billion.
grew by 6.9 per cent in Q1 with forecasts of 3.8 per cent
(£0.4bn) in the year overall.
per the report, the government ad spend is set to increase
faster than any other category in 2012 which is traditionally
a strong source of radio revenues. Cinema expenditure increased
by 9.5 per cent in Q1 with a positive forecast of 3.1 per
cent for 2012 (£0.2bn) as a whole.
the television ad spends fell 0.7 per cent in the quarter
but is expected to remain broadly steady with 0.3 per cent
growth (£4.2bn) for the year.
study revealed that the spend was weakest in press, with a
decline of 10 per cent. Overall, press is forecast to fall
by 5.1 per cent in 2012 (£3.7bn), though spend is predicted
to stabilise in 2013.
Association chief executive Tim Lefroy said, "In the
face of global economic uncertainty, UK advertising holds
a steady course. Evidence shows that advertising invigorates
GDP growth, so a healthy ad market is good news for the whole
economy, not just advertisers."
data editor Suzy Young added, "It remains a very short
term market. There is some evidence that TV advertisers, for
example, have brought budgets forward to Q2 from Q3 to get
the benefit of marketing spend now as prospects for the rest
of the year remain unclear."