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AD SPEND IN WESTERN EUROPE TO GROW 3.5% IN 2015 TO €100 BILLION
Digital advertising to grow most in 2015 (9.3%) followed by cinema and TV
Print only ad format to decline; share nearly halving in a decade
London – 18 February, 2015. Driven by internet and mobile, advertising spend in Western Europe is predicted to grow 3.5% in 2015 to €99.9 billion, according to the latest Advertising Forecast from Strategy Analytics, noticeably slower than the global figure (5.0%).
Digital will be the fastest growing ad format in Western Europe (up 9.3% year-on-year) followed by cinema (up 4.3%) and TV advertising (2.7%). Outdoor will grow 2.2% and radio by 1.2%. Print will be the only ad format to see a year-on-year decline in revenue (down 1.8%). Traditional media revenues, overall, will rise just 0.7%.
“Western European ad spend growth in 2015 will be solid and unspectacular due to the lack of ‘impact’ events combined with increased political and economic instability in parts of Eastern and Central Europe,” said Strategy Analytics’ Michael Goodman, co-author of the report. “However, it looks better for 2016, a bumper year for ad-stimulating events, with the Olympics and European Football Championships.”
Size and share
Digital will remain the biggest ad format in Western Europe in 2015, accounting for 34% (€34.0bn) of ad revenues, followed by TV with 28% (€29.9bn) and print with 26% (€26.0bn). Outdoor (€6.3bn), radio (€5.0bn), and cinema (€678 million) will account for the remaining 12%.
TV’s share in Western Europe is much lower than the global average (39%) and the U.S. (42%) where it’s still the dominant medium.
“Even through TV’s share is declining in Western Europe, this is less about ad euros flowing out of TV and more about them flowing into digital from print and radio,” said Leika Kawasaki, co-author of the report. “Therefore, major TV broadcasters across the continent will see little, if any, real decline in revenues, just a shift in the source from linear TV ads to online video.
“Print will be the major casualty, falling to 22% market share in Western Europe in 2018 – almost half the share it held a decade earlier.”
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