AA/WARC Report Q4 2018: Nine Consecutive Years of Growth

UK advertising spend reached a total of £23.6bn in 2018, representing a year-on-year increase of 6.3% and marking the ninth consecutive year of growth, according to the Q4 2018 Advertising Association/WARC Expenditure Report.

Report highlights

• Q4 2018 growth totalled £6.5bn, a year-on-year increase of 5.7%. This also marked the 22nd consecutive quarter of growth.
• Ad spend in 2019 is predicted to increase by 4.8%, reaching an estimated total of £24.7bn.
• Growth is predicted to be faster in 2020, with a rate of 5.5%, taking UK ad spend over the £26bn mark.

ForwardPMX Head of Consultancy & Technology, Tom Manning, shares his perspective.

Growth testament to continued innovation and embracing of change

This is a fantastic illustration of the sustained growth of our industry. This is notably driven by digital media and digital variants of traditional media which is reflective of both changing consumer behavior, but also a recognition of the benefits this media can bring to businesses of all sizes. This growth is testament to the continued innovation and embracing of change that exists in digital advertising and one set to continue at pace.

Read more of the trends in ExchangeWire.