Growth in total ad spending in the UK continues to slow, weighed down by the uncertainty of Brexit dragging into the 2019 holiday season and unfavourable comparisons to 2018 total ad spend, which got a bump from the World Cup.
eMarketer estimates that total media ad spend will grow 6.2% reach £22.31 billion ($29.75 billion) this year, down from 8.1% in 2018 when total spending was £21.01 billion ($28 billion). Digital ad spending will grow 10.8% this year, another downward revision from our previous estimate of 11.2%. Total digital ad spend is $19.41 billion.
This year’s growth estimate has also been revised down from our previous forecast of 6.8% from January this year.