ADVERTISING - key ECONOMIC STATISTICS

 

  • In March 2019, the Advertising Association published the UK Advertising Exports Report 2019 – the industry’s first-ever annual exports tracker – showing international trade in UK advertising services reached £6.9 billion in 2017. This is an 18 per cent increase on the figure of £5.8bn registered in 2016, outstripping overall UK service exports which grew by 7 per cent in comparison.

    The UK’s balance of payments surplus for advertising was the biggest in Europe – £3.8 billion, while the export of advertising services has nearly tripled in less than a decade, up from £2.4 billion in 2009. (i)

  • The DCMS has also published a statistic for exports of advertising services which was £3.27bn in 2016. 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 5.1 per cent year-on-year to reach £5.6bn in Q3 2018, marking the 21st consecutive quarter of market growth and the industry’s strongest third quarter of the year since 2015. This record investment  underpins the preliminary estimate for 2018 adspend of £23.5bn – meaning the industry will have grown +6.0% year-on-year. (ii)
  • The IAB’s latest UK digital advertising spend figures show details from January to June 2018. At the half year, the total UK digital advertising market was worth £6.4bn, up 15 per cent y-o-y. Search was worth £3.3bn, up 15 per cent. Display was worth £2.3bn, up 20 per cent, largely driven by video growth. The classified market remained steady at £726m.(iii)

  • According to DCMS figures, Gross Value Added (GVA) in the UK advertising & marketing sector grew by 5.8 per cent to £13.3bn in 2017. Between 2010 and 2017, GVA increased bv 113.9 per cent - the fastest growth rate of all the creative industries. (iv). (Note: The DCMS also provides a regional breakdown of GVA figures - see link in sources below)
  • There are an estimated 190,000 jobs in the UK advertising and marketing industries in 2017, an increase of 28.1 per cent between 2011 and 2017.(v)
Sources:
(i) AA Exports Report, March 2019; DCMS Sectors Economic Statistics - Trade, June 2018
(ii) AA/Warc Expenditure Report, January 2019
(iii) IAB, October 2018
(iv) DCMS Sectors Economic Estimates - GVA DCMS, November 2018; Regional GVA, February 2019
(v) DCMS Sectors Economic Estimates - Employment, July 2018.