UK ad spend to see 16.7% plunge, growth to return in 2021 at 13.6%

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 30, 2020, 12:35 PM UTC

Q2 2020 could see internet search and online display to “suffer badly”.

Citing the Advertising Association/WARC Expenditure Report, this article shares that UK ad expenditure could plunge down to £21.1 billion this year, a 16.7% fall. The factors behind this are both the pandemic-induced lockdown and the resultant economic slump.

In Q2 2020, TV is forecasted to fall 46.6%, OOH 52.6%, radio 44.1%, cinema 100% and national news brands could fall 45.3%. As per the article, the annual 16.7% annual drop could be “worse than the 2008-2009 recession”.

The report predicts a return to growth in 2021 at 13.6%. However, the optimism comes with caution as “absolute levels of investment are not expected to surpass the 2019 total”.  

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