It’s a bumper quarter for ad spend. New media is up, and old media is down, explains Branwell Johnson of Propeller Group, who says next year looks promising too.
The end of another rollercoaster business year is in sight, but as we enter the holiday period, we can see Father Christmas has a gift for the industry in the form of record client spend.
The latest Advertising Association/WARC Christmas ad spend figures forecast a record investment of £10.5bn for this ‘golden quarter’ – a hefty jump of 7.8% on the same period in 2023.
WARC’s director of data, intelligence, and forecasting, James McDonald, says: “While the golden quarter typically attracts elevated levels of advertiser investment for these reasons, the anticipated £760m rise in spend this year would be the largest increase on record if the post-pandemic recovery year of 2021 were excluded, with a total above £10.5bn yet another zenith …