NEWS21 April 2015

UK advertising up 5.8% driven by digital

News UK

UK — Advertising revenues reached £18.6bn last year up 5.8%, the highest growth since 2010, according to the Advertising Association and Warc figures.

Data from the Advertising Association/Warc Expenditure Report found that internet advertising (+15.0%) and mobile (+58.9%) continued to grow strongly and digital advertising through traditional channels also performed well in 2014.

Broadcast video-on-demand (+15.1%), digital national (+16.4%) and regional (+24.7%) newsbrands were stand-out performers with magazines and outdoor also showing an upward trend.

Tim Lefroy, chief executive of the Advertising Association, said: “It’s time to stop thinking of digital as something that lives on the internet. In cinemas, outdoor, news, television and elsewhere, advertising is seizing the opportunity of new technology – that trend is transforming our media, driving growth and keeping UK advertising ahead of the global competition.”

TV spot advertising benefited from last summer’s World Cup, increasing 5.4% year-on-year to reach £4,463m. But growth is expected to slow to 4.4% in 2015 before starting to pick up again in 2016, to 4.6%.

Digital ad revenues have grown for national newsbrands (+16.4% to £214m), but the decline in print (-7.7% to £1,156m) is still outstripping this growth.