UK Ad spend grew 3.7% during the first six months of 2017 to £10.8bn – the largest H1 total since monitoring began in 1982.
The record investment, recorded by the Advertising Association and WARC in their latest Expenditure Report, means the forecast for the remainder of 2017 has been upgraded to growth of 3.1%.
The first half growth was boosted by a 4% year-on-year rise during Q2. This was the 16th consecutive quarter of market growth, and the strongest rate since Q4 2015
23 Media Audits Comment:
The ad spend growth of 3.7% has been due to the digital spend increases across digital search and display.
Digital search is estimated to take a 28% share of the media market in 2018 and at the half way stage they are tracking at a 10-11% year on year increase.
Digital display is estimated to have an 18% share of the advertising market and this is up 15% at the year on year.
TV overall will take a 24% share of the advertising market in 2017, however TV is down 2-3% at the half way stage despite Video on demand up 15%.
In regard to media outside of TV, press is still showing declines of -9% with Radio up 3%, OOH up 2% and cinema up 4% year on year.
As the year progresses we will be looking to see if the digital transparency issues and the worries around brand safety will effect the second half growth for UK ad spend.
Our 2017 final year report will also check the growth of digital formats for press, radio and outdoor.