Report debunks myth of the death of adspend growth

by Jennifer Whitehead,, Brand Republic 15-Nov-04, 09:00

LONDON - Concerns that advertising growth is coming to an end have been dubbed 'alarmist' in a new report that says UK adspend will rise by 33% over the next 10 years.

The Advertising Association said that fears of the end of adspend growth and a "mass migration" of budgets to other media is unlikely to come to pass.

Instead, there will be growth of at worst 25% between now and 2014, with the highest prediction saying that growth could go as high as 33%.

The findings are published in the Long Term Advertising Expenditure Forecast, compiled by the World Advertising Research Centre and published by the Advertising Association.

According to the AA: "The report concludes that although the fortunes of the individual media will be mixed over the next decade, the general pattern for the industry is one of growth, despite the perceived threats to advertising."

The report includes direct mail and internet advertising for the first time in the forecasting base.

The report costs £495 for AA members and is available from WARC.

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