GroupM forecasts 6% ad growth for 2019

The report stated that despite the economic uncertainties in the UK with Brexit, 2018 was a strong year with total spending up 7.8%.

The media investment group forecasts 6.1% growth for 2019.

It stated: “Of course, the same uncertainties that dominated 2017 and 2018 will persist over the course of the year and beyond and could have unforeseen consequences. Planning for contingencies in relation to Brexit is occupying management bandwidth, which is affecting ad-budget setting, and could potentially lead to reductions.” 

Other findings include that digital advertising accounts for more than 60% of total UK advertising – more than half of which is search – and is still growing. It is forecast to increase 11% for 2019 ).

Digital media ‘pure plays’ represent the largest single group of ad sellers, with Google and Facebook accounting for around three-quarters of business on a gross basis.

Television has remained relatively stable at about £4.3bn – spending was unchanged in 2018 compared with 2017 and looks set to remain at the same level for 2019 and 2020. It accounts for around 20% of media investment.