September 7, 2020
The latest Advertising Association/WARC Expenditure Report shows UK adspend is predicted to fall 15.6% year-on-year in 2020 to £21.4 billion. It is a slight better value than the estimated drop of 16.7% in April. Total adspend increased 2.9% year-on-year and reach £6.4 billion in Q1 2020, while 39% decline was estimated for Q2. Small improvement, from -16.7% to -15.6%, is linked to the estimated impact of recent measures announced by the UK Gov...ernment to stimulate consumer spending. However, with high unemployment rates expected to be normal next year, alongside the possibility of a second COVID-19 wave this winter, year-on-year growth is not foreseen before Q2 2021. Growth is then anticipated to be substantial, with total 2021 adspend forecast to be 16.6% higher than 2020 and reaching £25 billion. Despite this growth, total 2021 adspend is still predicted to be lower than the 2019 figure of £25.3 billion. The data show online and digital formats performing strongly in Q1 2020 – search and online display grew by 10.1% and 11.8% respectively, while video on demand (VOD) recorded growth of 11.3% and on-line national newsbrands saw a rise of 14.2%. However, these are all expected to see a significant fall in Q2 2020 due to the impact of the pandemic and the consequent lockdown.