The figure is 1.4 percentage points ahead of previous forecast, driven predominately by search, social and online display. Cinema and digital audio also had a big Q1.
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Media and entertainment devision revenue was down 8%, with ad revenue dropping 7%.
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IPA study also found that a considerable proportion plan to take a break from social media.
The analyst also shares his thoughts on the globalisation of media and search spend.
Commercial MD Kelly Williams tells The Media Leader about the broadcaster’s pillars of success and how it is collaborating with others to grow the UK TV market.
The rise of platforms has left brands with little insight into how their spend is used, who is benefiting from it and whether those actors are behaving responsibly.
As the media industry braces itself for consolidation and AI earthquakes, are agencies and adtech combining to find a new, client-centric path?