UK Q2 Adspend Up 5.7%, Surge in Outdoor Ad Revenue

15 September 2004

UK advertising expenditure has recorded its strongest growth for a year and a half, according to the Advertising Association's Quarterly Survey of Advertising Expenditure.

Adspend in measured media was £3,696 million ($6,634m; €5, 424m) in the second quarter of 2004 -- a year-on-year rise of 5.7%, or 4.2% in real terms after adjusting for inflation.

  • Outdoor spend posted the largest increase, up by 14.2% to £211m, the second-highest revenue figure ever taken for the medium. Says Alan James, ceo of the Outdoor Advertising Association: "Outdoor is the fastest growing established medium in the UK and I believe that soon, very soon, we will hit 10% share of display revenue."

  • National and regional newspapers both increased year-on-year, with gains of 8.1% and 6.3% to £499m and £803m respectively.

  • Consumer magazines posted a rise of 5.6% to £212m compared with the same quarter a year earlier.

  • Business magazines increased by 2.1% from Q2 2003, to £271m.

  • Television adspend amounted to £1.028bn, a rise of 7.3% year-on-year.

  • Radio adspend increased by 6% from the same period last year, rising to £133m.

  • Only direct mail adspend posted a decline compared with the same quarter in 2003, falling by 1.1% to £539m.

    The AA's survey is researched and compiled by the World Advertising Research Center. It is available to AA members and non-members on annual subscription exclusively from

    Data sourced from: World Advertising Research Center and Media Week (UK); additional content by WARC staff