UK advertising spend surpassed £21 billion in 2016, with internet accounting for 46% of total spend. Internet advertising saw a 13.4% increase and was the only medium besides radio to gain market share. Television grew 0.2% while direct mail, magazines, and newspapers all declined between 6-13%. Out of home advertising rose for the sixth consecutive year. While many traditional media continue to lose spend, the rate of decline is projected to lessen going forward.

1. Advertising Media
Landscape
UK adver)sing spend surges past £21bn

2. UK Ad Spend Reaches
£21.4bn
46%
24%
8%
5%
5%
4%
4% 3% 1%
Adspend 2016 (£m)
Internet
TV
Direct Mail
Out of Home
Na)onal Newsbrands
Regional Newsbrands
Magazine brands
Radio
Cinema
Source: The Adver4sing
Associa4on / WARC

3. 2016 v 2015 % Change
13.4
8
5.4
4.5
0.2 -6.8 -10 -10.4 -13.2
-15
-10
-5
0
5
10
15
Internet
Cinema
Radio
OutofHome
TV
MagazineBrands
Na)onal
Newsbrands
DM
Regional
Newsbrands
% Change
Source: The Adver4sing
Associa4on / WARC

4. Summary
Internet
full-year total above £10bn for the first )me. Mobile accounted for 99% of the
new money entering the internet ad market last year.
Television
0.2% growth for 2016 as a whole. Total TV spend is expected to dip this year,
before the losses are regained in 2018.
Radio
Strongest growth in spot revenue since Q4 2014. Other than internet, radio was
the only medium to gain share of total ad spend in 2016 (+0.1pp vs. 2015).
Out of home (OOH)
Full-year ad spend rose for the sixth consecu)ve year in 2016, and further
sector growth is forecast this year and next.

5. Summary
Na4onal Newsbrands’
The 10.0% dip recorded during 2016 as a whole was, however, £25m so^er
than the loss recorded in 2015. The rate of decline is expected to ease further
over the forecast period.
Regional Newsbrands’
Full-year revenues down 13.2%. As with na)onal newsbrands, the rate of
decline is forecast to so^en over the coming years.
Magazine brands
Full-year digital revenues rose 0.2% thanks to growth among publishers of
consumer )tles.
Cinema
The full-year total was boosted by the highest quarterly spend on record during
Q4.
Direct Mail
full-year spend was 10.4% lower than in 2015. As with other printed formats,
the severity of annual dips in ad revenue is expected to ease.

6. Thank You!
tomasderrig@gmail.com
+44 7961839763