The United Kingdom is the fourth largest adspend country in the world behind US, China, and Japan, with US$26.1 billion in adspend in 2016, and an expected US$29.1 billion in 2019, according to Zenith’s Advertising Expenditure Forecasts, published in March 2017.
The UK growth is led by Internet adspend, which has almost quadrupled from US$5billion in 2006 to a predicted US$18 billion in 2019.
The UK saw dramatic growth from 2014 to 2015, with a 9.2% increase in adspend, but began to slow down in 2016, with 4.8% growth.
The UK’s adspend growth is predicted to slow further from 2016 to 2017, with 2.7% increase. National press revenue declined 12.3% year on year in the third quarter of 2016. Including digital revenues, the total revenues of national news brands declined by 9.0%, Zenith reported. The 2017 TV market has started slowly. Zenith predicts TV revenues will decline by 7% in 2017 versus 2016.
Consumer magazine revenue declined 11.1% year on year in Q3 2016. Taking into account digital revenues, the decline was 8.5%, Zenith reported.
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