Advertising in the UK is predicted to jump to £20.8 billion in 2019, up from £19.9 billion this year, according to research by media and marketing company GroupM.
The increase would mark a 6% growth over 2018, however, is down 6.4% compared to 2017. The rise is driven by digital advertising which continued to grow from SME, but also organic investments.
GroupM predicts that pure-play Internet will rise 11% in 2018 and 9% in 2019, setting a slightly lower threshold than the Interactive Advertising Bureau (IAB) at 15% for 2018.
“Collaboration and measurement remain key topics for the UK alongside Brexit and GDPR in our advertising forecast for 2019, but in a sea-of-change advertising investment stays buoyant reaching unprecedented levels,” explained Tom George, CEO at GroupM UK. “It’s encouraging to see the industry pulling together to create new and improved investment propositions. GroupM is highly engaged with all of these efforts to ensure our clients continue to effectively engage consumers.”
Meanwhile, TV advertising spend continues to be flat and is predicted to grow just 1% in 2019. With the Internet and social media firms providing a new level of convenience to viewers, Facebook has continued to grow its audio-visual advertising share.
On the other hand, radio advertising has noted some more demand in 2018 (up 10%) and continues to increase by 7% in 2019.