News & Opinion

2.7% growth predicted for newsbrands in 2014

Advertising expenditure in the UK reached £17,176 billion in 2012, up 2.3% on 2011, according to figures released today in the latest AA/Warc Expenditure Report. The last time advertising spend exceeded £17 billion was prior to the recession in 2007. 

AA/Warc's forecasts for the next eight quarters show ad spend continuing to grow, reaching a 5% growth rate in 2014, well ahead of inflation. Growth of 2.7% is expected in 2013.

The report predicts that national newsbrands will see +2.7% growth in 2014, driven partly by a strengthening economy plus a strong increase in digital ad spend at +20.3%

New to this release is an important change in methodology that allows subscribers to view the impact of online ad spend for newsbrands, magazine brands and TV (see table below).

Newspapers are now newsbrands to reflect the move away from print-only publications to multi-platform brands. Data is provided for print, digital and the two combined. 

Rufus Olins, chief executive, Newsworks, said: "We welcome this response to the dramatic changes in our media landscape – a step in the right direction. It is good to see newspapers being recognised as multi-platform brands and all of their revenues correctly attributed. We look forward to seeing further granularity as the expenditure reports evolves to reflect the different streams of digital and online revenue."

Suzy Young, Warc's data and journals director, added: "Over the past few years we've seen dramatic changes in the way people watch TV and films, read newspapers and enjoy magazine content. To reflect this shift driven by the rapid increase in media consumption over the internet, we now allow subscribers to view and analyse the data and forecasts in new ways. We believe this unique approach is a truer representation of today's changing media landscape and provides a view of ad spend that is relevant to agencies, advertisers and media owners."

Tim Lefroy, chief executive at the Advertising Association, concludes: "These figures are good news for our industries but there is a bigger picture. Advertising does not just track GDP, it drives it. The return to pre-recession levels of spending will have an impact not just on ad-land but the economy at large."

UK ADVERTISING EXPENDITURE 2012–2014 Adspend 2012 (£m) 2012 vs 2011
(% change)
Forecast 2013
(% change) 
 Forecast 2014
(% change)
 TV 4,480  0.4%  3.8%  6.9%
 of which broadcaster VOD 104   73.3%  44.2%  33.3%
 Radio 553 3.8%   3.9%  4.0%
 Out of home    970  9.5%  -2.1%  3.9%
 National newsbrands      1,533  -6.0%  0.0%  2.7%
of which digital 155   29.3%  26.3% 20.3% 
 Regional newsbrands      1,402  -10.8%  -6.2%  -2.0%
 of which digital 129   1.4%  5.3%  3.5%
 Magazine brands      1,101  -9.4%  -1.7%  1.1%
 of which digital  235  1.5%  2.2%  8.5%
 Cinema      213  25.6%  -12.9%  6.1%
 Internet  5,420  13.3%  9.8% 9.0% 
 excl. TV VOD, digital adspend for
newsbrands and magazine brands
 4,797  13.0%  9.1%  8.1%
 Direct mail*     2,127  n/a   -0.2%  2.0%
 TOTAL UK ADSPEND  17,176  2.3%  2.7%  5.0%

Broadcaster VOD adspend and digital revenues for newsbrands and magazine brands are included within the internet total of £5,420m.
Internet includes revenues for online, mobile and tablet.
* There is no year on year comparison available for direct mail due to a change in data collection methodology in 2012.
Source: AA/Warc Expenditure Report 2013


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