UK advertising spend achieves record for Q1 2018
UK advertising spend in Q1 2018 rose 5.9% year-on-year to reach £5.7bn - the 19th consecutive quarter of market growth, according to Advertising Association/WARC Expenditure Report data published today. The figure is 1.3 percentage points (pp) ahead of forecast.
- Q1 2018 was the strongest first quarter in three years
- Print display ad revenue for national newsbrands rose for the first time in seven years
- Radio (+12.5%) recorded its strongest growth in four years, while internet (+10.8%), out of home (+5.3%) and TV (+5.0%) were all positive during the quarter
|
Forecast summary |
Adspend 2017 (£m) |
2017 v 2016 |
Forecast 2018 |
Forecast 2019 |
|
% change |
% change |
% change |
||
|
Internet |
11,553 |
14.3% |
9.8% |
8.2% |
|
of which mobile |
5,223 |
37.3% |
22.5% |
17.2% |
|
TV |
5,108 |
-3.2% |
2.5% |
3.3% |
|
of which broadcaster VoD |
211 |
7.1% |
11.8% |
12.2% |
|
Direct mail |
1,753 |
0.8% |
-4.1% |
-3.8% |
|
Out of home |
1,144 |
1.5% |
3.2% |
2.6% |
|
National newsbrands |
1,032 |
-5.6% |
-1.3% |
-1.7% |
|
of which digital |
275 |
19.3% |
9.1% |
11.1% |
|
Regional newsbrands |
887 |
-13.1% |
-7.9% |
-6.2% |
|
of which digital |
212 |
9.9% |
10.1% |
6.5% |
|
Magazine brands |
776 |
-11.5% |
-8.2% |
-5.8% |
|
of which digital |
271 |
-4.0% |
-3.8% |
1.0% |
|
Radio |
679 |
5.2% |
6.9% |
4.4% |
|
of which digital ad formats |
35 |
26.3% |
24.6% |
16.3% |
|
Cinema |
260 |
3.3% |
4.3% |
6.5% |
|
TOTAL UK ADSPEND |
22,190 |
4.6% |
4.8% |
4.5% |
|
* Broadcaster VoD, digital revenues for newsbrands and magazine brands, radio station websites and mobile advertising spend are also included within the internet total of £11,553m, so care should be taken to avoid double counting. Source: AA/WARC Expenditure Report, July 2018 |
||||
|
At-a-glance media summary |
Q1 2018 v Q1 2017 |
Actual versus forecast |
|
% change |
Percentage points (pp) |
|
|
Internet |
10.8% |
+0.9pp |
|
of which mobile |
26.5% |
+4.3pp |
|
TV |
5.0% |
+2.1pp |
|
of which broadcaster VoD |
11.9% |
+2.1pp |
|
Direct mail |
-4.5% |
-0.5pp |
|
Out of home |
5.3% |
+3.2pp |
|
National newsbrands |
-0.5% |
+4.6pp |
|
of which digital |
2.9% |
-7.2pp |
|
Regional newsbrands |
-9.3% |
+1.9pp |
|
of which digital |
16.6% |
+11.6pp |
|
Radio |
12.5% |
+6.5pp |
|
of which digital ad formats |
39.3% |
+11.8pp |
|
Magazine brands |
-8.4% |
-0.4pp |
|
of which digital |
-4.5% |
-4.8pp |
|
Cinema |
-12.8% |
-21.2pp |
|
TOTAL UK ADSPEND |
5.9% |
+1.3pp |
|
* Broadcaster VoD, digital revenues for newsbrands and magazine brands, radio station websites and mobile advertising spend are also included within the internet total, so care should be taken to avoid double counting. Actual versus forecast compares media performance with projections made in April 2018. Source: AA/WARC Expenditure Report, July 2018 |
||
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