UK ad spend increases 11% in Q2 2010

UK ad spend grew by 11% in the second quarter of 2010 with TV continuing to lead advertising’s economic recovery.

Cinema, internet and outdoor also made big year-on-year gains, according to the AA/Warc Expenditure Report.

The Advertising Association says it is the biggest single quarter of growth for a decade, with overall market growth of 5.4% in 2010, up from the previous forecast of 3.3%.

It says that total ad spend is now expected to reach £15.3bn in 2010, an increase of £0.8bn on 2009.

Cinema and TV gained from the build-up to the 2010 World posting year-on-year growth of 25.5% and 24.2% respectively.

Overall, all media except direct mail (-3.1%) recorded growth in the quarter, with strong performances for outdoor (+17.7%) and internet (+16.3%). Press (+0.9%) and radio (+0.6%) showed moderate growth.

In the same period, the display advertising market was largely dominated by TV (38.8%), newspapers (19.1%) and direct mail (13.5%), whilst internet has increased its share of classified advertising to 67.8%. Regional newspapers account the next largest share of classified (21.7%).

“Great global content, like the World Cup, has given traditional mediums such as TV, cinema and outdoor a much-needed boost this term” says Tim Lefroy, chief executive at the Advertising Association.

He adds: “People should note this has not been at the expense of digital. In fact, overall growth has been delivered hand-in-hand with the online sector”.

This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.

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