Ad spend forecast downgraded for 2012

The UK advertising market is tipped to grow at a slower rate in 2012 than previously expected because of a slump in print advertising, according to ZenithOptimedia.

Magazine Rack

The media agency network has revised its 2012 ad expenditure growth forecast to 3.2%, down from the 3.7% it had predicted in December.

Ad spend in magazines is expected to drop 1.9% year on year to £822m, while newspaper expenditure is predicted to fall 1.7% to £2.5bn.

The shortfall is largely due to supermarkets – traditionally among the biggest spenders on newspaper and magazine ads –  decreasing their spend in press by 25% year on year, as retail sales remain flat.

Banks are expected to spend 36% less on press this year.

Jonathan Barnard, head of forecasting at ZenithOptimedia, says while banks spent “a huge amount” on brand campaigns in a bid to boost their images in the wake of the financial crisis, spend has now shifted to smaller, more product-specific campaigns.

Elsewhere, the TV sector has performed above expectations in the first quarter of the year and is sitting just 1% below quarter one of 2011, despite many predicting landslide declines, as the finance and motor sectors increased spend on the channel. The sector is expected to grow 1% to £3.3bn in 2012.

Internet ad spend is set to be the biggest growth area, with expenditure predicted to increase 9.3% year on year to £4.1bn in 2012.

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here