Despite an economy that was still contracting, early advertising investments in anticipation of the Olympics and the UEFA Euro 2012 boosted ad spending in the UK over the spring compared to the same period the previous year. Cinema beat out the internet handily for the greatest Q2 2012 lift compared to the same quarter in 2011, according to data from the Advertising Association/Warc. Cinema ad spending was up 24%, while overall advertising was up 3.8% (excluding direct mail).
Ad spending in nearly all segments grew faster in Q2 than the corresponding expected growth rates for full-year 2012, which is understandable given the long run-up to the major sporting events. But print was not so lucky. Press declined by nearly 12% in Q2 compared to the previous quarter, performing more than 4 percentage points worse than its expected decline for the year.
Warc anticipated that total ad spending for the year, including direct mail, would reach £16.80 billion ($27.1 billion) and rise by 3.5% in 2013 to £17.40 ($28.06 billion).
eMarketer’s growth estimate for 2013 UK total media ad spending is slightly more bullish, at 3.9%, but the overall spend estimate of $25.15 billion is below Warc’s calculation.
According to Suzy Young, data editor at Warc, writing in the company release, “The forecast for UK adspend strengthens in 2013 as inflation subsides and real disposable income increases for the first time since the financial crisis.”
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