U.K. advertising spend will rise by almost 25 percent to reach \u00a329.3 billion this year, according to the latest Advertising Association\/WARC Expenditure Report.<\/p>\n
This follows the \u00a31.8 billion decline in 2020, leaving the U.K. on course to achieve the fastest ad trade recovery of any major European market this year, WARC says.<\/p>\n
In Q4 2021\u2014the Christmas season\u2014ad spend is expected to hit a record \u00a37.9 billion, the forecast continues. TV advertising spend is set to see its largest Q4 increase in over a decade, with a projected 9 percent increase to hit \u00a31.56 billion, with broadcaster video-on-demand up by 24.1 percent.<\/p>\n
The Expenditure Report has also upgraded forecasts for 2022, with a 7.7 percent increase projected to \u00a331.5 billion. TV is expected to be flat, rising just 0.6 percent next year following a projected 22.9 percent rise this year.<\/p>\n
In Q2 2021, ad spend was up 86.5 percent to reach \u00a37.7 billion, with TV up 85.9 percent (including VOD, up 112 percent).<\/p>\n
\u201cU.K. advertising\u2019s recovery goes from strength to strength, following the sharp shock of the pandemic,\u201d said Stephen Woodford, chief executive of the Advertising Association. \u201cAd spend is set to grow by 24.8 percent to a record \u00a329.3 billion, proving advertising\u2019s role as a vital engine for growth in the U.K. economy, particularly during the upcoming Christmas period. The forecast of strong online performance is further evidence of the U.K.\u2019s position as the world\u2019s most digitally advanced advertising market and Europe\u2019s biggest.\u201d<\/p>\n
James McDonald, head of data content at WARC, added, \u201cThe latest data demonstrate bullish trade in the U.K.\u2019s advertising sector despite potential inflationary headwinds and supply chain disruption in the run-up to Christmas. Strong fourth-quarter projections for TV\u2014a medium heavily leveraged by retailers during the golden quarter\u2014and search, which encompasses activity on e-commerce platforms, suggest it will be largely business as usual for the industry this year.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"
U.K. advertising spend will rise by almost 25 percent to reach \u00a329.3 billion this year, according to the latest Advertising Association\/WARC Expenditure Report.<\/p>\n","protected":false},"author":290,"featured_media":11396,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[75,69],"tags":[1880],"class_list":["post-11395","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-analysis","category-top-stories","tag-advertising-associationwarc-expenditure-report"],"yoast_head":"\n