But, it will still be less than that for four other major markets of western Europe.
IPG Mediabrands' Magna global ad forecast expects UK ad sales will decrease to 20.5 billion pounds in 2020, driven by a decline of 23% in linear ad sales. The report also suggests that the pandemic will have a "long-term" effect on the global advertising market.
Due to UK's strong digital presence in the advertising sector, the overall impact will less pronounced than Germany (10.5%), France (13.1%), Italy (14.5%) and Spain (14.3%). Within the UK's digital advertising, however, the social and digital video both will grow by 6% during 2020.
While global ad sales are expected to drop by 7%, digital advertising will increase by 1%. Vincent Létang, executive vice-president, at Magna said all factors point to "a more subdued economic growth and advertising spend than previously forecast for the 2022-2024 period."
[3 minute read]