Economy and advertising: Mild recession in 2023
The UK’s cost-of-living crisis will compress real household disposable income by 4.3% in fiscal 2022/23, despite the Energy Price Guarantee (EPG) in place for this winter, with the pain compounded by rising interest rates until mid 2023, provoking a mild peak-to-trough decline in GDP of 2-3%
With CPI inflation forecast at 7% in 2023, and real private consumption forecast to decline by 1.9% (OBR) at the very least, advertising could still rise by 2-3% in 2023, a decline in real terms, with H1 particularly affected relative to H2, when declining CPI will allow monetary policy to relax
Not all households are equally affected by economic headwinds, and those that are more resilient will be the most attractive targets for businesses in 2023: those in the top half of the income distribution, particularly older, empty-nested homeowners without mortgages