New research by the Advertising Association and the World Advertising Research Centre (WARC) has shown that the total online ad spend in the UK reached a record high of £3bn for the first time over the last year.
Online now accounts for 16% of the total UK advertising market, growing 39.5% last year and remaining the UK’s fastest growing sector.
Ad spend across all media in the UK over the last year grew 4.2% to £19.4bn. The UK cinema advertising sector saw great growth, rising by 10.1% – although, at £207m, this is only worth 1.1% of the UK’s total advertising market. Outdoor advertising also grew by 4.6%, to £1.05bn, which gives it a 5.5% share of the UK advertising market.
Press is still the largest single sector in the UK, accounting for £7.7bn, which is around 40% of the UK advertising market. However, there was some bad news for press advertising as it saw a decline of 1.6%. Direct mail advertising also saw a decline, but a much greater one, at 6.5% taking its total spend to £2.17bn.
Many analysts have long predicted that online would soon be stealing market share from newspapers, magazines and direct mail – and these figures seem to prove them right.
Tags advertising cinema direct mail figures first time growth magazine market newspapers online press record high Research spend UK World Advertising Research Centre