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TV the ‘star performer’ in UK advertising sector -
TV the ‘star performer’ in UK advertising sector
17 Dec 10 -
TV grew its UK market share and outperformed other media sectors in 2010 and will continue growing next year, according to the latest data and forecasts.
Data from media agency WARC and the Advertising Association shows that across all media UK ad spend grew 7.3% in the third quarter of 2010. “TV was the star performer, with spend rising 15.8% from Q3 2009,” WARC noted.
Tim Lefroy, chief executive at the Advertising Association said: "It's great to see another strong set of results in Q3, boosted by the World Cup and the ever-increasing popularity of big TV events such as the X Factor.”
Growth next year will be boosted by changes to the tax law in the UK, which take effect in January, and UK advertisers are also expected to ‘front-load’ ad spend before a planned increase in UK VAT. Ad spend in 2012 will, meanwhile, be boosted by the 2012 London Olympics.
However, WARC’s data editor Suzy Young sounded a note of caution. "While UK ad spend has exceeded all expectations so far in 2010, it's wise to remain cautious when looking to next year,” she said. “We expect spend to increase by just over 2% in 2011, but there are risks ahead, especially with government spending cuts and concerns about unemployment.”