UK print media advertising will suffer the most in 2017


Total media advertising spending in the UK is expected to increase by 3.2% in 2017, but newspapers, magazines and direct mail are not expected to contribute to that increase, according to the latest forecast from the UK. Advertising Association (AA) – United Kingdom and Warc.

Ad spend among national and regional newspaper brands is expected to fall 7.9% and 8.6%, respectively, even as digital ad spend increases 2.2% for national news brands and 3. 8% for regional news brands.

Magazine brands will also suffer, with an overall slowdown in advertising sales of 5.1%, despite an expected 3.6% increase in advertising spend for digital magazines. Meanwhile, direct mail advertising will decrease 7.8%.

All in all, the decline in print media fortunes in 2017 will slow down somewhat compared to previous years. Still, for the most part, it will be the last in a series of years of declining ad spend, according to figures from AA and Warc.

In comparison, other traditional media (TV, Radio, Out of Home (OOH), and Cinema) are expected to generate higher ad spend from marketers this year, with growth rates ranging from 1.6% to 2.4%. For television and radio in particular, digital advertising will be particularly strong.

AA and Warc predict that radio will see a 20.0% jump in digital ad spend, and on the television front, video on demand (VOD) from broadcasters will grow 12.4%.

Digital advertising in the UK as a whole, including contributions from digital segments of traditional media, is expected to grow 9.5% this year, driven by a 26.0% increase in mobile ad spend.

This overall increase reflects the continued adjustment of UK advertisers to changing media consumption habits in the country. eMarketer expects the print media‘s disproportionate share of UK advertising spending, compared to the amount of time UK adults spend with such media, to continue to decline. The shares of non-digital TV and radio in total advertising expenditure in the UK will also fall, coinciding with a decline in the shares of time spent on these types of media.

—Annicelli Cliff

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