SPENDING on advertising throughout the UK is holding up, despite the recession – indeed, has recently increased slightly – except in the Press – according to figures just released.
According to the Advertising Association, there was a 1.1 per cent increase in advertising spend during the first three months of this year.
Says the Association: “Expenditure is expected to improve over the year, reaching overall growth of 2.5 per cent in 2012 with forecasts of a further rise of 4.4 per cent in 2013.”
It adds: “UK advertising expenditure is predicted to reach a value of £16.8billion in 2012 and £17.4billion in 2013.”
The claims follow a report produced jointly by the Advertising Association and Warc, which describes itself as “the world’s most comprehensive marketing information service”.
The report is described as “the most comprehensive measure of UK advertising activity”. It includes an overview of advertising spend by individual media, encompassing print, TV, internet, radio, cinema and out of home.
A media release issued by the Advertising Association adds: “Internet spend is estimated to have grown 11.1 per cent in Q1 2012 compared with Q1 2011 and is expected to remain strong throughout the year, with a forecast of 10.1 per cent growth and an overall value of £5.3billion in 2012.”
But while the likes of radio and cinema advertising spend is on the up, “spend was weakest in Press, with a decline of ten per cent in Q1 2012″.
Says the AA: “Overall, press is forecast to fall by 5.1 per cent in 2012 (£3.7billion), though spend is predicted to stabilise in 2013.”
The Advertising Association is a federation of 24 trade bodies representing marketing industries.