UK advertising is forecast to increase to £21.8bn in 2019, up from £20.5bn in 2018, according WPP’s investment wing, GroupM.
However, the rate of growth has slowed and is predicted to reach 6.1% for 2019, down from 7.8% in 2018. The deceleration is expected to continue into 2020 toward a 4–5% range as advertising "gradually reverts to more normalised growth" levels, GroupM reports.
Digital advertising, and search in particular, remains a driver of growth and now accounts for more than 60% of total UK advertising and is growing at a double-digit pace - around +11% forecast for 2019. Meanwhile, digital media “pure plays” represent the largest single group of ad sellers, and Google and Facebook represent around three-quarters of this figure on a gross basis.