Ad market ‘surprisingly’ resilient despite 13% slump this year - NIMA

Ad market ‘surprisingly’ resilient despite 13% slump this year

19 juni 2020

The UK advertising market is forecast to decline by 13% year on year in 2020, according to media agency GroupM, but it is expecting the sector to bounce back next year with growth of 13%.

While the figure shows a steep fall this year, GroupM believes the extent of the decline is “potentially surprising” given the economic outlook for the year. EY’s chief economist forecasts that UK GDP growth will fall by 8% this year, compared to the 4.2% drop experienced during the 2009 recession.

Yet the decline in UK ad spend is not expected to be commensurately worse, with this year’s decline only one percentage point below the 12% decline experienced in 2009.

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