UK Advertising Expenditure Continuing Apace
New research from ZenithOptimedia indicates a continued period of growth for the UK’s advertising markets, with spending continuing to rise.
In the update of European ad spend, Zenith said that, as with the rest of Europe, UK online advertising expenditure is continuing its rapid ascent. The sectors leading internet spend are finance, travel, IT and automotive, while entertainment and FMCG advertisers have greatly increased their expenditure.
The TV market seems to have been given a genuine restoration of confidence and as a result Zenith expects strong growth of 7% for the first half of 2004 and 5% for the full year, which has largely been fuelled by Euro 2004.
In print, press is buoyed by the retail, automotive and travel sectors and introduction of smaller-format versions of broadsheet newspapers have also helped, said the update. Magazines however are suffering because advertisers prefer to commit late but the launch of Nuts and Zoo is encouraging said Zenith as it allows new choice for advertisers.
The out-of-home sector has also benefited from innovation and the next general election, which will take place before May 2006, is expected to have a positive impact on this sector.
According to the report, radio too is expected to gain market share with advertisers increasing total spend, rather than just shifting it from another medium. Proctor and Gamble continues to be the second-largest advertiser in radio.
Yesterday saw the publication of the latest Bellwether report, detailing a continuing buoyancy in the UK’s marketing sector, with final data for 2003 showing the steepest rise in marketing spend since the survey began. The study also revealed improved confidence amongst top marketing executives (see Market Recovery Continuing For UK Advertisers).
ZenithOptimedia: 020 7224 8500 www.zenithoptimedia.com
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