Expenditure Report Q3 2017:

UK advertising spend sees new record high in 2017 with growth predicted to continue through 2018

How did Q3 2017 shape up?

UK advertising spend in Q3 2017 rose 3.5% year-on-year to reach £5.4bn – the 17th consecutive quarter of market growth, according to Advertising Association/WARC Expenditure Report data published today. The latest data underpin preliminary figures which show 2017 spending grew to £22.1bn – representing the eighth consecutive year of market growth.


Total UK adspend over the first nine months of 2017 was 3.5% (£551m) higher than the previous year. 


The preliminary estimate for 2017 growth is 3.4% (to £22.1bn), an upgrade of 0.3 points since October’s forecast. 


The projection for total market growth in 2018 is 2.8% (to £22.7bn). 


Mobile adspend rose 30.7% year-on-year, buoyed by a 44.7% rise in social media advertising. 


The UK accounts for a fifth of European adspend and almost a quarter of Western European advertising spend. In both cases, the UK is the largest advertising market, ahead of Germany and France.  

Stephen Woodford, Chief Executive at the Advertising Association:

“UK advertising spend enjoyed a record high in the third quarter of 2017, with figures up again year-on-year. It is encouraging to see further predicted growth of 2.8% for 2018. UK advertising is vital for the economy, generating £6 for every £1 spent and we know from the work of Credos, advertising’s think tank, that advertising is the engine of growth for UK business.

“As we work through Brexit, we need to help Government make the best decisions to support our industry and, by extension, the wider UK economy as we target growth across the nations and regions and in an increasingly global marketplace.”

Stephen Woodford, Chief Executive, Advertising Association

Archive releases

Expenditure Report Q2 2017: The headlines

Our latest expenditure report results see a record H1 for UK advertising. The all-time high investment, since monitoring began in 1982, highlighted in Advertising Association / WARC Expenditure Report data has been driven by increased spend on digital advertising.

Expenditure Report Q1 2017: The headlines

UK advertising trends have become increasingly complex over recent months. Understanding what’s driving growth over the short, medium and long-term is a challenge, but one that’s essential if brands and agencies are to optimise their investment and media owners are to respond to market demand.

Get involved.  

Whether you’re interested in getting into advertising, joining the Advertising Association community, or becoming a member.