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Ad spend growing faster in UK than anywhere in Europe

Ad spend growing faster in UK than anywhere in Europe

Any uncertainty about Europe appears to have been dispelled by the UK’s ad markets as advertising expenditure saw 8.2% growth in Q1 2015, according to the latest figures from the Advertising Association and Warc.

Reaching £4.7bn in total, UK advertising spend in the first quarter of the year was the highest on record with growth in traditional display advertising – including television, radio and outdoor – particularly strong.

TV spot advertising rose 11.5% to reach £1.2bn for the quarter, with display advertising overall rising 8.5% to reach almost £3.2bn. Mobile’s rapid rise also continued, with spend increasing 50.9% for the quarter and passing over half a billion pounds.

AA Warc results

The 8.2% growth posted in Q1 was well ahead of the previous prediction of 6.2% – and forecasts for full year 2015 have been revised up 0.6 percentage points to 6.2%.
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Separate research from Warc’s International Ad Forecast shows UK adspend will rise faster than the largest European markets this year and next, and behind only India and China in a global context.

“Despite uncertainty in Europe and at home prior to the election, these figures come as a welcome boost,” said Tim Lefroy, chief executive at the Advertising Association.

“Adspend is growing faster here than anywhere in Europe, to the benefit of our digital economy, creative industries and UK plc.”

Mediatel will publish a series of articles over the course of the week from Warc’s data team – providing deeper insights and analysis on the latest results. Sign-up to our free email bulletins to see them first.

Mediatel subscribers can also now gain access to adspend and revenue figures by medium and aggregated forecast trends by medium from AA/WARC, Carat, eMarketer, GroupM and ZenithOptimedia in the Media Landscape tool.

Sue Todd, CEO, Magnetic, on 28 Jul 2015
“These latest figures show the positive story magazine media has to tell. In 2014, 27% of magazine media advertising was digital, with the spend in digital magazine advertising set to grow by 8% this year.
This, combined with a substantial slow in decline for print magazine advertising, demonstrates the continued role of magazine media as effective marketing vehicles, and is supported by standout recent examples of the power of magazines.
Whether it's Caitlyn Jenner introducing herself to the world via Vanity Fair, Harper's Bazaar UK putting Samsung on their front cover, Conde Naste launching dedicated video channels, Grazia creating the first Office ‘shoespaper’, Wallpaper launching its e-commerce site or Elle giving the public the chance to appear on the Piccadilly Circus big screens with their ghd campaign, the future for magazine media is certainly a positive one.”

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