UK Ad Spend Hits £6bn In Q1 2019
4/08/2019 11:00 AM
By Tony Emment
Q1 2019 marks the 23rd consecutive quarter of market growth and covers the three-month period leading up to the original scheduled Brexit date of March 29, 2019. It comes as the government has indicated it will spend a reported £100m on advertising to prepare business for a no-deal Brexit ahead of the next scheduled departure date of Oct 31.
We hope that the new administration can deliver a business-friendly outcome to our relationship with the EU, ensuring the UK’s domestic advertising market remains robust and our advertising exports, which are world-class, keep growing…
To read more about this research click here to view the full article on WARC.
23 Media Audits Comments – 2019
WARC have released their Q1 2019 results which show a strong performance in the first quarter of 2019 with total UK advertising revenue predicted to increase by +4.6% YOY across all full year 2019. Our intelligence is showing the final 2019 position could be as high as +6.0% for 2019 with a low of +3.9% based on a no deal scenario.
Our intelligence is still showing traditional media is likely to be hit the hardest this year across revenue and viewing and we predicting traditional media to be down between -0.5% to -2.5% We expect digital spend as a total to be up +10.4% with a worst-case scenario of 7.9% YOY for full 2019.
Read our article on The Brexit Effect on The Advertising Market.
I’m surprised more agencies aren’t letting their clients know that there are potentially two scenarios which will have a big impact on how you plan and buy your media based on how the advertising market reacts to Brexit
Digital revenue covering search, mobile, programmatic display and video we still predict to be up at least +7.9%; this is keeping the overall spend figures at an advantage versus 2018 with total spend predicted at £21.3B (Ex. Direct Mail); £23.2B (Inc Direct Mail) for 2019.
Interestingly our total digital spend % increase prediction from 2018 to 2019 when shown as a monetary value at £1.27B increase is now worth more than the total Radio, cinema & magazines combined predicted ad revenue for 2019 at £1.25B. This just puts into perspective the continued growth and size of the digital market.
2019 Media Share of Voice (Ad Revenue £) Predicted (Orderly Brexit)
2019 Media % YOY (Ad Revenue £) Predicted (Orderly Brexit)
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