Warc predicts adspend growth to slow next year

UK adspend is expected to grow 5.6% this year and 4.3% next year, ahead of global rates, according to the latest Consensus Ad Forecast from Warc.

Mobile: the fastest-growing ad channel according to Warc
Mobile: the fastest-growing ad channel according to Warc

Global adspend will rise by 4.5% this year, and 4.2% next year, according to the report.

It said: "With the exception of newspapers and magazines, all major media channels are expected to record adspend growth this year and next.

"However, the two largest, TV (+1.1%) and internet (+13.0%) are forecast to see their growth rate ease during 2017. The same is true for mobile, though it is still set to be the fastest-growing ad channel over the period."

Mobile adspend is expected to grow by 47.1% this year, and 34.2% next year.

For magazines and newspapers, the decline is predicted to ease next year. According to the report adspend will be -5.9% this year, and -4.5% in 2017 for magazines. Newspapers will see a decline of 8% this year and a 6.1% drop next year.

The report pulls together adspend predictions from a number of sources including Carat, eMarketer, GroupM, Magna Global, Nikkei Advertising Research Institute, Pitch-Madison, Pivotal Research Group and Zenith.

James McDonald, senior research analyst at Warc, said: "We have identified a common trend among more mature markets whereby increasing investment in internet - particularly mobile - ad formats is driving headline growth.

"Applying consensus trends to Warc's adspend data shows that mobile will grow to be the world's third-largest ad channel by the end of 2016."


Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
How easyJet transformed customer data into emotional anniversary stories

1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

Just published