GroupM: UK ad spend will pass £20 billion for the first time in 2019 with all growth coming from digital

UK advertising spend is forecast to increase to £20.8 billion in 2019, surpassing the £20 billion mark for the first time, up from £19.9 billion in 2018 according to the latest media and marketing forecasts from the investment firm, GroupM

  • Ad spend will achieve 6% growth for 2018, down from 6.4% in 2017 while 2019 growth is forecast to decline to 4.8%. 
  • Digital advertising is steadying the market, representing 60% of all advertising investment and accounting for all net UK advertising growth. 
  • Pure-play internet advertising increased 11% in 2018 and is expected to continue growing by 9% in 2019.

Future Brexit fall-out remains a complete unknown, but for now the economy is doing OK. Ad revenue forecasts remain perhaps surprisingly positive, supported by digital commanding a rising share of overall marketing effort from a wider base of marketers large and small. 

Adam Smith, Futures Director, GroupM