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Advertising - Headline statistics

updated
February 22, 2021
Published on:
March 16, 2020
January 24, 2021

Advertising - Key Economic Statistics

  • In March 2020, the Advertising Association published the UK Advertising Exports Report 2019 –showing international trade in UK advertising services reached £7.9 billion in 2018. This represents a 15 per cent annual increase which compares favourably with the 2 per cent rise across the whole of UK service exports. The value of advertising services exports more than doubled between 2009 and 2018 from £2.4bn to £7.9bn. The UK’s balance of payments surplus for advertising is also estimated to be the biggest in Europe at £3.6 billion. This data is based on the annual Survey of International Trade in Services(i)
  • The DCMS has also published a statistic for exports of advertising services which was £4.98bn in 2018. For an explanation of the methodologies behind the two sets of statistics, please click on the reports in the links listed under sources below.(ibid.)
  • UK adspend rose 4.2 per cent to £6bn in the first quarter of 2019, the 25th consecutive quarter of growth. Total adspend is expected to reach £24.6bn - an increase of 4.6 per cent - for the full year of 2019, with a further 5.3 per cent increase in spend forecast for 2020. (ii)
  • Within these figures, adspend on online radio (+26.5 per cent) and TV on Demand (+17.5 per cent) were particular growth areas, helping to confirm the UK as having the highest online spend per capita in the G20 and cementing its position as the largest online advertising marketplace in Europe.(ibid)
  • According to DCMS figures, Gross Value Added (GVA) in the UK advertising & marketing sector grew by 5.8 per cent to £18.49bn in 2018. Between 2017 and 2018, GVA increased by 11.5 per cent. (iv). (Note: The DCMS also provides a regional breakdown of GVA figures - see link in sources below)
  • There were an estimated 195,000 jobs in the UK advertising and marketing industries in 2018. This number has grown by 31.2 per cent between 2011 and 2018.(v)

Sources:

(i) AA Exports Report, March 2020; DCMS Sectors Economic Statistics - Trade, February 2020

(ii) AA/Warc Expenditure report, July 30, 2019

(iii) ibid

(iv) DCMS Sectors Economic Estimates - GVA DCMS, February 2020; Regional GVA, February 2019

(v) DCMS Sectors Economic Estimates - Employment, June 2019.

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