According to the Q1 figures released by the body, total advertising spend grew by 2.4%. However, while the overall picture was rosy, driven by growth in online and TV advertising, newsbrands, magazines and direct mail fell by an estimated 7.9%, 11.6% and 1% respectively.
Total ad spend in the first quarter reached £4.14bn, following on from the positive trend of last year when total spend returned to pre-2007 levels and topped the £17bn mark.
The AA/Warc Expenditure Report predicted that the total 2013 advertising spend in 2013 will be 2.6% higher than 2012, rising to a 4.9% year-on-year increase in 2014.
Tim Lefroy, Chief Executive of the Advertising Association said: “A pound spent on advertising returns six pounds to GDP. These figures don’t just reflect growing confidence, they represent an important investment in the recovery.”
| Q1 2013 actuals | 2013 (forecast) | |
| TV | 5.6 | 3.9 |
| Radio | -2.9 | 1.7 |
| Out of home | 0.1 | -1.5 |
| Newsbrands | -7.9 | -4.3 |
| Magazines | -11.6 | -5.6 |
| Cinema | 1.6 | -11.7 |
| Internet – pure play* | 11.1 | 10.4 |
| Direct mail** | -1.0 | -0.3 |
*Internet data for Q1 2013 is a Warc estimate. Excludes TV VOD, digital adspend for newsbrands and magazine brands
** Direct mail data for Q1 2013 is a Warc estimate