Advertising expenditure in the United Kingdom is set to rise by 4.8% this year (at constant prices after adjusting for inflation), reports the nation's Advertising Association in its quarterly Advertising Forecast.
The report, published this week, was researched and compiled by the World Advertising Research Center. Media surveyed include national and regional newspapers, consumer and business magazines, television, radio, outdoor and -- for the first time in the forecast -- cinema, internet and direct mail.
The recovery that began in the fourth quarter of 2003 continued into the first quarter of 2004, with total advertising expenditure rising 3.5% year-on-year at constant prices. According to the report, it is likely total adspend will continue to accelerate to achieve 4.8% growth for the year as a whole.
Internet advertising is expected to be the single fastest growing medium overall, increasing by over 50% when compared with 2003.
Of the other media, outdoor and radio are forecast to show the greatest percentage increases, with expenditures rising by 8.7% and 7.8% respectively. All media sectors are expected to record real growth this year with the exception of cinema, which is forecast to show a small decline of 1.4%.
Annual % change (at constant prices1)