Insight Analysis: UK Advertising Forecast Comparisons
A consensus of the most recent advertising growth forecasts for the UK puts 2002 growth at 0.4%, rising to 4.4% in 2003. The figures are buoyed by optimistic predictions from the Advertising Association (AA), which includes estimated production costs in its calculations.
The AA is expecting a stronger couple of years in 2003/4, followed by a relative dip in 2005 as the comparisons become tougher. Media agency, OMD UK, expects a similar dip in 2005, whilst Zenith Optimedia is forecasting a more gradual, but also steadier improvement across the period.
| UK Total Advertising Growth Forecast Comparisons | ||||
| 2002 | 2003 | 2004 | 2005 | |
| OMD UK | 0.0 | 3.4 | 5.0 | 4.0 |
| Advertising Association | ||||
| AA High option | 2.8 | 7.7 | 6.6 | 3.4 |
| AA Low option | 0.0 | 5.9 | 5.8 | -0.2 |
| ABN AMRO | 0.2 | 3.0 | 4.9 | – |
| Zenith Optimedia | -0.9 | 2.1 | 3.1 | 3.4 |
| Average | 0.4 | 4.4 | 5.1 | 2.7 |
| Source: As above, compiled by MediaTelINSIGHT, December 2002 | ||||
For comparisons of the latest global and regional advertising forecasts, click Insight Analysis: Global And Regional Advertising Forecast Comparisons.