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22 April 2015

Newsbrands Record Fastest Digital Ad Growth

National and local newspapers’ digital advertising, driven by a surge in mobile, grew at the fastest rate of all media last year, according to statistics published by the Advertising Association/Warc  this week. 

The data showed that digital advertising for local newspapers grew 24.7 per cent and national newspapers by 16.4 per cent – ahead of other individual media sectors measured by the AA. Mobile, which grew at a rate of 58.9 per cent, includes digital revenues from newsbrands, magazine brands, broadcaster VOD and radio.

  2014 vs 2013 (% change)
Internet (mobile)*  58.9%
Regional newsbrands (digital) 24.7% 
National newsbrands (digital)   16.4%
TV (broadcaster VOD)  15.1% 
Internet*  15%
Cinema  9.4% 
Radio   7.2% 
Magazine brands (digital) 5.9%
TV  5.8% 
TV (spot advertising)  5.4% 
Out of home  3.0% 
Direct mail  -1.1% 
Regional newsbrands  -3.6% 
Magazine brands  -4.3%
National newsbrands  -4.7% 

*includes digital revenues for newsbrands, magazine brands, broadcaster VOD.

Forecasts for adspend over the next two years show that the overall decline is set to slow for both national and local newspaper sectors.   

The period 2014-2015will be the strongest consecutive growth years for UK adspend this century and reflects a sector significantly outperforming the wider economy, the AA said.

UK advertising grew at its highest rate since 2010 last year, increasing 5.8% to £18.6bn.  This strong growth is forecast to continue, with adspend predicted to break the £20bn barrier in 2016.

Tim Lefroy, Advertising Association chief executive, said: “Two years growth at twice the rate of the economy is hardly a recipe for pessimism but adspend isn’t immune to pressures on other sectors. The underlying story, however, is of a sector continuing to feed growth, jobs and opportunity.”