World Cup Boost for UK Adspend

20 December 2005

UK advertising, especially on television, will get a welcome kickstart from next year's soccer World Cup tournament.

Latest forecasts by Publicis Groupe media agency ZenithOptimedia say adspend in the UK will rise 5.1% year-on-year in 2006, eclipsing this year's 3% increase. Global advertising growth is expected to be 5.9% in 2006, compared with 4.8% this year [WAMN: 06-Dec-05].

The World Cup, to be held in Germany, will benefit commercial television as leading sponsors, such as soft drinks behemoth the Coca-Cola Company and sportswear giant Adidas, boost airtime.

Says Jonathan Barnard from the media agency: "It is almost always television which benefits most. There are campaigns in all media, but TV is where the audiences are and that is where the money is."

ZenithOptimedia's complete UK adspend forecast is:

Newspapers - £4.4 billion ($7.76bn; €6.46bn) (+2.5%)
Magazines - £1.6bn (+1.8%)
TV - £3.5bn (+4.3%)
Radio - £352 million (+2%)
Cinema - £171m (+3%)
Outdoor - £815m (+6%)
Internet - £1bn (+29%)

Data sourced from BBC Online; additional content by WARC staff