Internet forecast to take nearly half of ad market in 2016

Internet advertising will account for almost half of the UK ad market by the end of 2016, according to a report from Pricewaterhouse Coopers.

Online: internet advertising set to dominate market
Online: internet advertising set to dominate market

The report published today predicts internet advertising will be the only segment of the UK media and entertainment market that will grow by double figures in the next five years.

UK internet advertising was worth £4.96bn in 2011 and PwC predicts this will grow by 12% every year until 2016 to £8.75bn.

The entire UK ad market is estimated to have been worth £14.3bn in 2011 and according to the PwC forecasts it will grow by 4.7% each year until 2016 when it will be worth £18.0bn.

Internet advertising’s share of total UK ad spend will grow from 35.0% in 2011 to 48.6% in 2016 at the expense of a number of traditional media, especially newspapers.

PwC forecasts the TV ad market (including broadcast, online and mobile together) will grow by 2.2% every year from £3.7bn in 2011 to £4.1bn in 2016.

Despite the expected expansion of connected TV and on-demand services broadcast ad revenue will continue to dominate the TV advertising sector, although its share of total TV advertising will decline from 97.3% to 95.1%.

Newspaper advertising is estimated to have been worth £2.72bn in 2011 (of which £2.5bn was print and £217m was online). PwC estimates this will fall to £2.61bn in 2016 (of which £2.3bn will be print and £313m will be online).

To put the newspaper figures into context, PwC estimates newspaper advertising was worth £4.3bn in 2007.

Follow Maisie McCabe on Twitter @MaisieMcCabe

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Media Week 30 under 30 - what the judges are looking for

Media Week 30 under 30 - what the judges are looking for

Amanda Pitt, partner at Grace Blue, is both a former winner of 30 under 30 and a judge in this year's competition. So what does it take to impress her?

Share
UK content marketing spend predicted to more than double by 2020

UK content marketing spend predicted to more than double by 2020

Content marketing spend in the UK is set to rise 179.2 per cent to £349 million in 2020, from £125 million in 2014, according to a report from Yahoo and Enders Analysis.

Share
Twitter makes it easier to find friends and relevant accounts

Twitter makes it easier to find friends and relevant accounts

Twitter is rolling out an update to its mobile app that helps people find their friends on the network through their address book and also makes tailored suggestions of accounts to follow.

Share

Get news by email