Advertising Pays, a report by Deloitte into the economic impact of advertising, commissioned by the Advertising Association. Published 31 January 2013.
Advertising PaysHow Advertising Fuels the UK Economy
Advertising Pays is a unique report, launched at the LEAD 2013 summit. It sets out to quantify and qualify the economic effects of the £16bn spent on advertising in the UK every year. Every campaign is analysed by the advertiser for return on investment, but what is the aggregate impact on the economy? The answer: for every £1 spent on advertising, the economy grows by £6. Overall, this amounts to a £100bn effect on total GDP.
The scale of advertising’s impact relates to its powerful function in efficient markets – matching buyers with sellers, stimulating demand, lowering prices, raising quality and inspiring innovation.
Advertising Pays suggests we need to think differently about advertising. As an industry, important in its own right. But also as a business activity, and a fundamental driver of UK competitiveness.
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