UK ad spend to fall by 12% in 2009

Total UK ad spend will fall by 12% in 2009, according to a new report from Enders Analysis.

The report also forecasts that UK newspaper advertising revenues will fall by 21% next year.

Newspaper display ads will be down 22% in 2009 and classifieds down about 19%, said Enders Analysis. Growth will not return to the print ad market until some time after 2013.

TV ad spend is forecast to be down 10% next year, and 4% in 2010, with a small 2% growth predicted for 2011. Between 2007 and 2010 TV ad spend will have fallen by 19%, predicts Enders Analysis.

ZenithOptimedia recently predicted that UK TV ad spend would fall by 6% this year and 3% in 2009, before seeing growth of 2% in 2010 and 1% in 2011.

The Enders report also forecasts that outdoor advertising will be down 7.8% next year, radio ad spend will fall 5.7%, cinema ad revenue will contract by 8.8%, and the direct mail sector will drop by 13.8%.

The digital media sector will see growth cut to just over 2% in 2009, while online display advertising, predicted to grow by 10.2% this year, will contract by 5.5% in 2009.

The total UK internet ad market is forecast to return to growth of 9.3% in 2010, 13.3% in 2011, 12.5% in 2012 and 7.4% in 2013, said Enders.

The first half of 2008 saw UK internet advertising grow to £1.68 million, a 21% year-on-year like-for-like increase, according to figures from the Internet Advertising Bureau.

Ender Analysis: www.endersanalysis.com