Market Insights Advertising & Media Advertising

Print Advertising - United Kingdom

United Kingdom

Ad spending in the Print Advertising market in the United Kingdom is forecasted to reach €1.21bn in 2024.
The largest market in the country is Newspaper Advertising with a market volume of €0.84bn in 2024.
When compared globally, the United States is expected to lead in ad spending with €8,912.00m in 2024.
By 2029, the number of readers in the Print Advertising market in the United Kingdom is anticipated to reach 24.2m users.
The average ad spending per reader in the Newspaper Advertising market is projected to be €57.76 in 2024.
Print advertising in the United Kingdom is experiencing a resurgence, with brands leveraging traditional mediums to enhance brand visibility and consumer engagement.

Key regions: France, China, Asia, Germany, Europe

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Analyst Opinion

The Print Advertising market in United Kingdom has been experiencing significant changes in recent years. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors have all played a role in shaping the development of this industry. Customer preferences in the United Kingdom have shifted towards digital media in recent years. With the rise of smartphones and the internet, consumers are increasingly turning to online platforms for information and entertainment. This shift in preference has led to a decline in print advertising, as businesses have had to adapt to reach their target audience through digital channels. Trends in the market have also contributed to the development of the Print Advertising industry in the United Kingdom. One notable trend is the increasing use of programmatic advertising. Programmatic advertising allows businesses to automate the buying and selling of ad space, making it more efficient and cost-effective. This trend has led to a decrease in traditional print advertising, as businesses are able to reach their target audience more effectively through programmatic channels. Another trend in the market is the rise of native advertising. Native advertising involves creating content that seamlessly integrates with the platform it is being displayed on. This type of advertising is often seen as less intrusive and more engaging for consumers. As a result, businesses in the United Kingdom have been incorporating native advertising into their marketing strategies, further reducing the demand for print advertising. Local special circumstances in the United Kingdom have also influenced the development of the Print Advertising market. The country has a highly competitive media landscape, with a wide range of digital platforms and publishers vying for advertising revenue. This competition has led businesses to allocate their advertising budgets towards digital channels, leaving less room for print advertising. Underlying macroeconomic factors have also played a role in the development of the Print Advertising market in the United Kingdom. The country has experienced economic uncertainty in recent years, with the Brexit referendum and subsequent negotiations impacting business confidence and investment. This uncertainty has led businesses to be more cautious with their advertising budgets and seek more cost-effective solutions, such as digital advertising. In conclusion, the Print Advertising market in the United Kingdom has been shaped by changing customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. The shift towards digital media, the rise of programmatic and native advertising, intense competition in the media landscape, and economic uncertainty have all contributed to the decline of print advertising in the United Kingdom.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on print advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising in physical print editions (newspapers and magazines).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use industry association reports, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and education index.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.