Q2 sees 11% boost for UK ad market

TV continues to lead advertising’s economic recovery, with overall UK adspend up 11% in Q2 2010 – the biggest single quarter growth for a decade.

New figures from the Advertising Association and Warc predict overall market growth of 5.4% in 2010, up from the previous forecast of 3.3%.

Total UK adspend is now expected to reach £15.3 billion in 2010, an increase of £0.8 billion on 2009.

In Q1, which saw a boost from the build up and start of the 2010 World Cup, TV and cinema were the top performers, posting year on year growth of 25.5% and 24.2% respectively.

However, all media recorded growth in the quarter, with the exception of direct mail, which was down 3.1%.  Outdoor increased 17.7%; internet 16.3%; press 0.9%; and radio 0.6%.

The Q2 display advertising market was largely dominated by TV (38.8%), newspapers (19.1%) and direct mail (13.5%), while internet increased its share of classified advertising to 67.8%. Regional newspapers accounted for the next largest share of classified (21.7%).

“Great global content, like the World Cup, has given traditional mediums such as TV, cinema and outdoor a much-needed boost this term,” said Tim Lefroy,  chief executive at the Advertising Association. “People should note this has not been at the expense of digital. In fact, overall growth has been delivered hand-in-hand with the online sector.”