Digital to account for 50% of UK adspend in 2015
DIGITAL TO ACCOUNT FOR 50% OF UK ADSPEND IN 2015 Digital to grow fastest (9.5%) followed by cinema and TV; print only ad format to decline UK ad spend to grow 5.4% in 2015 – 60% faster than in US and Western Europe Half of UK advertising spend in 2015 will go on the internet and mobile devices, according to the latest Advertising Forecast from Strategy Analytics. Nearly £8.0bn is forecast to be spent on digital advertising in 2015 – over twice that spent on TV (£3.8bn, 24% share). Print follows at £2.5bn (16%). Outdoor (£910 million), radio (£492m) and cinema (£179m) will account for the remaining 10%. “Digital crossing the 50% share threshold is a seminal moment in the history of the ad industry, particularly factoring in its dominance in the UK compared to globally,” said Michael Goodman, co-author of Strategy Analytics’ report. “Digital accounts for a third of ad spend in Western Europe, 30% globally and just over a quarter in the US – where TV still rules the roos...