Industry handed ad spend fillip

Advertisers exploiting the sales opportunities offered by the Jubilee and European football championships led to a better than expected 3.8% increase in spending during the second quarter, according to industry data.

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The year on year percentage increase in TV, internet, radio, cinema and out of home spend reported in the Advertising Association/Warc quarterly expenditure report beat earlier forecasts of a 2.9% bump.

The lift was attributed to advertisers bringing forward Olympic advertising campaigns.

Cinema enjoyed the steepest rise, up 23.9%, followed by online, 14.8%, and radio on 9.4%. Only print suffered a decline in spend, down 11.7% in the period.

Despite the quarter two gains, the outlook for 2012 is still gloomy with continued uncertainty over the state of the economy leading to growth estimates being revised down to 2.1%.

Better, however, is expected for 2013 when it is hoped that inflation will continue to subside and boost consumer spending. Ad spend is tipped to rise 4.1% to £17.4bn in 2013.

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