UK's Print Media Advertising to Suffer the Most in 2017 - eMarketer

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UK's Print Media Advertising to Suffer the Most in 2017

Other traditional media will see gains as digital investment grows

February 2, 2017

Total media ad spending in the UK is predicted to rise 3.2% in 2017, but newspapers, magazines and direct mail aren’t expected to contribute to that increase, according to the latest forecast from the Advertising Association (AA) – UK and Warc.

UK Total Media Ad Spending, by Media, 2015-2017 (millions of £ and % change)

Ad spending among national and regional newspaper brands is expected to drop 7.9% and 8.6%, respectively—even as digital ad spending rises 2.2% for national news brands and 3.8% for regional news brands.

Magazine brands will suffer, too, with ad sales slowing by 5.1% overall, despite an expected 3.6% gain in ad spending for digital magazines. Meanwhile, direct mail advertising will decrease 7.8%.

All told, declining fortunes for print-based media in 2017 will slow somewhat compared with previous years. Yet for most, this will be the latest in a string of several years of falling ad spending, according to AA and Warc figures.

By comparison, other traditional media—TV, radio, out-of-home (OOH) and cinema—are expected to extract greater ad spending from marketers this year, with growth rates between 1.6% and 2.4%. For TV and radio in particular, digital advertising will be especially strong.

AA and Warc predict radio will record a 20.0% jump in digital ad spending, and on the TV front, broadcaster video-on-demand (VOD) will surge 12.4%.

UK digital advertising overall—including contributions from the digital segments of traditional media—is expected to increase 9.5% this year, buoyed by a 26.0% jump in mobile ad spending.

This overall increase reflects UK advertisers’ ongoing adjustment to the country’s changing media consumption habits. eMarketer expects print media’s disproportionate share of UK ad spending, compared with UK adults’ time spent with such media, will continue to decline. Nondigital TV and radio’s shares of total UK ad spending will also fall, coinciding with slipping shares of time spent for those media types.

—Cliff Annicelli

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