Advertising ups and downs in 2017


12 December 2016

Brexit has not noticeably depressed advertising spend in 2016, as consumer spend is buoyant, fueled by borrowing and lower savings. Yet, businesses are being cautious as uncertainty weighs on the future rules of trade with the EU

We forecast total advertising spend to rise by 0.6% at constant prices in 2017, almost entirely due to digital growth, which is expanding the total advertising market. Its share has soared from 1% in 2000 and looks likely to hit 50% in 2017

Up to now digital growth has always been at the expense of print and not television, but this could just be changing as mobile increasingly holds centre stage for the consumer

 

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