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Internet to Lead 2003 UK Adspend Rise with 50% Surge

News, 16 December 2002


Growth in online adspend is expected to outstrip that in any other British medium next year, according to new forecasts from Initiative Media.

The media planning/buying network is predicting a 48% surge in web advertising, after a 16% drop in 2002. “Recovery is expected in 2003 with the medium still in a healthy state,” said Initiative. “Advertisers are keen on seeing a return on their investment, especially during times of recession, and online's accountability helps ensure this.”

The agency believes overall UK spend will rise 4.6% in 2003 – a more optimistic forecast than Zenith Optimedia’s 2.1%.

Radio is expected to fare the worst, rising only 3%, while press advertising will also report below-average growth, climbing 3.5%.

Should the latter forecast come to pass, press spend will return to the 2000 boom levels. However, Initiative believes the total advertising market will not achieve such a feat for another three years.

Data sourced from: MediaGuardian.co.uk; additional content by WARC staff