Brighter Future For Advertising

According to the Advertising Association’s European Advertising and Media Forecast, advertising expenditure across Europe, although it fell in real terms in 1993, has brighter prospects for 1994.

However the United Kingdom, along with Greece, Ireland, Italy, Netherlands, Norway, Portugal, Switzerland and the United States recorded increases for 1993. Greece and Portugal even showed dramatic increases, 12.8% and 8% respectively; this is attributed to the strong performance of broadcast media, especially television.

In most countries, television growth rates are expected to have beaten print once again. In 1993 television became the biggest single display advertising medium in Europe. The AA forecasts that advertising expenditure will increase in real terms this year in almost every country.

Final figures for advertising expenditure in the UK for 1993 are expected to be growth of 2.4% in real terms, attributed to the growth of television and minor media, and an increase in classified advertising throughout the year. Job recruitment advertising rose by 20% in the final quarter of 1993. The outlook for 1994 is encouraging, with real growth of 5.1% forecast. All media is expected to grow significantly, with radio being the strongest performer.

UK ADVERTISING EXPENDITURE FORECASTS - constant 1985 prices