The British ad market appears to be on the mend, having expanded in eleven of the twelve months to April.

New research from Nielsen Media Research found that total UK adspend increased 4% year-on-year in April. The biggest medium, television, enjoyed a strong month with an 8% rise. Cinema also performed well, expanding 9%, though press climbed only 1%.

Such growth was helped by a 26% leap in spend by the nation’s top advertiser, Procter & Gamble, which upped its outlay to £14.7 million ($24.0m; €20.5m) in April. Not to be outdone, cosmetics rival L’Oréal raised advertising expenditure 33% to £7m.

The April upturn means that total spend fell in only one month over the last twelve – March, which suffered comparison with the early Easter in 2002.

Surprisingly, early signs are that May will also be up. Many commentators suggested this month would struggle to match May 2002, when the start of the soccer World Cup boosted adspend.

Data sourced from:; additional content by WARC staff