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UK advertising expenditure forecast 2014-2016 - Venture Insights

Report Overview

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UK advertising expenditure forecast 2014-2016

PublisherEnders Analysis.
Publish Date December 9, 2014
Sector Digital Media, Fixed Line (Internet and Voice), Music and Radio, Pay TV, Print Media.
Company Channel 4, DMGT, Five, Guardian Media Group, ITV.

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2014 has been a good year for total advertising, which we forecast to grow by 5.5% across the year; display advertising spend is also forecast to grow by over 6% year-on-year. This is largely thanks to a positive economic backdrop, where we have seen a significant rise in consumer expenditure over the last two years.

Online advertising spend has been the biggest recipient of growing ad spend, with 20+% growth last year, this year and next. This has mostly been to the detriment of print revenues, where online classified search solutions, amongst other factors like declining circulation, have disrupted print marketplaces.

Video has been the largest growth area in internet advertising as online video consumption increases. Up to now online spend has largely been accretive to TV budgets but we are starting to see some advertisers switch to online video spend. However we do not expect TV to suffer in the same way as press.