AA/Warc report reveals record high adspend in H1
According to the data, adspend growth continues to be driven by strong performance in digital channels: internet spend for H1 increased 13.3% to £3,975m, with mobile accounting for 79% of this growth. Mobile adspend grew 52.1% to break the billion pound barrier in a half-year period for the first time (£1,079m).
Steady growth was also reported in the first half for radio (+2.9%), out of home (+2.3%), cinema (+2.7%) and direct mail (+4.5%). TV spot advertising performed particularly well, increasing 7.1% year-on-year, despite 2014’s boost from the FIFA World Cup. Forecast adspend for TV in 2015 has been revised upwards to 7.1%.
Tim Lefroy, Chief Executive at the Advertising Association said:
“Advertising's resilience points to the strength of the broader economy in the first half. The UK leads the world in e-commerce and the trend to mobile means serving the public better – ads in the right place at the right time.”
Paul Bainsfair, Director General, IPA said:
“These latest AA/Warc figures reveal welcome news of a continued growth in budgets. They reinforce the IPA’s 2015 Bellwether Report findings and confirm that marketers are continuing to take a targeted approach to their marketing strategies with heavy investment in digital.”
Advertising spend is predicted to break the £20bn barrier in 2016, with a 5.8% rise in 2015 and a 5.3% rise in 2016.
For full information visit: http://adassoc.org.uk/news/uk-adspend-hits-record-high-in-h1-2015/
Last updated 20/10/2015