Overall advertising spend in the UK has been estimated to increase by 6% this year, according to research from Warc and the Advertising Association. In 2015, the increase will be still higher, at 6.7%, the Expenditure Report also predicted.
During the initial three months of 2014 ad spend in the UK surged by 5%, reaching an impressive £4.44 billion. The improvement was attributed to a robust performance from TV and radio channels. The Advertising Association and Warc also expect these two forms of media to report even better results for the second quarter, thanks in no small part to the FIFA World Cup. Spot TV adspend alone is predicted to rise 10.5% in the second quarter of the year because of generous budgets for World Cup advertising. Radio also performed well, with adspend rising 5.7% in the first quarter, a figure seen to increase further to 7.6% in the second quarter of the year.
Needless to say, Internet advertising is also on the rise and is estimated to grow by 14% for the full year, a little bit less than the 15.6% increase registered for 2013. Mobile adspend, more specifically, is predicted to grow 75% this year, after a 95.2% increase in 2013. In 2015, it will slow to a rise of 47%.
According to the authors of the report, the data clearly reflects the economic improvement in the country and the rise in consumer confidence. In addition, the Advertising Association and Warc reported that recruitment advertising picked up, following 21 successive quarters of declines.