British Adspend Will Grow 4.4% in 2005, AA Predicts

30 September 2004

The UK Advertising Association on Wednesday released its latest quarterly Advertising Forecast, predicting that British domestic advertising expenditure in 2005 will top this year's estimate by 4.4%.

The media covered in the report include national and regional newspapers, consumer and business magazines, television, radio, outdoor, cinema, internet and direct mail.

Annual adspend variances by media sector are as below. The numbers in parentheses indicate the percentage variance at constant prices between 2005 totals and 2004. An asterisk [*] indicates a footnote.

National newspapers (3.8%) [*2]
Regional newspapers (3.7%)
Consumer magazines (3.5%) [*3]
Business magazines (2.3%)
Total press (3.5%)
- of which display (3.8%)
- of which classified (3.2%)
Television (1.9%)
Radio (4.1%)
Outdoor (6.9%)
Cinema (8.2%)
Internet (30.3%)
Direct Mail (3.6%)

Total excl. internet (3.4%) [*4]
Total incl. internet (4.4%) [*4]

[*1] Constant price figures are inflation-adjusted using the consumer prices index.
[*2] Includes supplements.
[*3] Excludes supplements.
[*4] Excludes directory advertising.

In a commentary on the data, the report's compiler (the World Advertising Research Center), notes that the recovery in advertising has seen total adspend accelerate in the first half of 2004, and next year we expect growth in the UK to continue at a rate of 4.4% year-on-year.

All media sectors are forecast to record real growth, with internet advertising expected to be the single fastest growing medium, increasing by over 30% compared to 2004.

Of the other media, cinema and outdoor are forecast to show the greatest percentage increases, with expenditures rising by 8.2% and 6.9% respectively. Press display (+3.8%) is forecast to outperform classified advertising (+3.2%) for the first time since 1999.

The Advertising Forecast is available on annual subscription (AA members £565; non-member £895) exclusively from WARC Bookstore.

Data sourced from Advertising Association (UK); additional content by WARC staff