UK Adspend Expected To Show 4.8% Increase In 2004
UK advertising expenditure for 2004 is set to show bigger growth than previously anticipated with figures being revised up from the 3.2% predicted earlier this year to a more optimistic 4.8%.
Figures published today by the Advertising Association show that the recovery that began in the first quarter of 2003 continued into the first quarter of 2004, with total advertising expenditure rising by 3.5% year on year.
Internet advertising is expected to be the single fastest growing medium, with adspend rising by more than 50% year on year, as an increasing amount of advertisers realise the medium’s brand building potential.
Healthy increases are also expected for outdoor advertising, which is set to seen expenditue rise by 8.7% year on year. Radio will continue to lead the way out of the downturn and investment in the sector is forecast to rise by a healthy 7.8%.
| Annual Change In Advertising Expenditure By Medium | |
| Medium | 2004 Versus 2003 % Change |
| National newspapers | 3.7 |
| Regional newspapers | 5.9 |
| Consumer magazines | 4.6 |
| Business magazines | 2.6 |
| Total press | 4.6 |
| – of which display | 3.9 |
| – of which classified | 5.4 |
| Television | 4.4 |
| Radio | 7.8 |
| Outdoor | 8.7 |
| Cinema | -1.4 |
| Internet | 53 |
| Direct Mail | 4.1 |
| Total | 4.8 |
| Source: AA | |
The advertising recovery shows real signs of gathering pace during 2004 and all media sectors are expected to record real growth this year, with the exception of cinema, which is forecast to show a small decline of 1.4%.
The figures are published today in the Advertising Association’s Advertising Forecast, which has been researched and compiled by the World Advertising Research Centre. The latest predictions exceed a consensus of recent forecasts compiled by MediaTel INSIGHT, which suggests that UK advertising expenditure will increase by 3.9% in 2004.
Advertising Association: 020 828 2771 www.adassoc.org.uk
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