40% Growth In Ad Expenditure Forecast Over Next 12 Years

The Advertising Association has today published its Long Term Advertising Expenditure Forecast, which estimates more than 40% growth in real terms in total media expenditure (press, TV, outdoor, radio and cinema) over the next 12 years.

The AA predicts that although new technology will continue to affect the industry, this should not necessarily affect the growth in ad expenditure. There will be a major increase in the choice of entertainment material available; this has already happened in terms of multiple channels, 24-hour transmissions and videos, yet viewing hours have hardly changed.

While the AA acknowledges that the fusion of media and communications is happening, it believes it will take a long time to be completed, with an unknown outcome. The time people will spend watching TV, communicating with relatives, friends and colleagues and shopping will continue as before.

Andrew Brown, Director General of the AA said, “Media proliferation is inevitable but these indications of such a real increase in the size of the advertising cake are reassuring. Advertising’s role as a competitive tool will become even more important as will its role in economic and social progress.”

AA:0171 828 2771

Long Term Advertising Expenditure Forecast is published by NTC Publications Non-members £950, members £495.