Despite Enders Analysis’s optimistic forecast, the new wave of infections could dampen confidence in the coming months.
According to data from Enders Analysis, overall display ad spend in the UK is expected to touch £17.86bn in 2022. This number marks a 9% increase from the estimated £16.35bn spent on UK display ads in 2021. Last year, while cinema claimed most of the YoY increase in advertising spend by media. TV, VOD, radio and pure-play online all benefited from the strong of lockdowns. Pure play online saw ad spend grow by 45% in the previous year and with further growth projected in 2022.
While overall ad spend on the press, OOH and cinema is projected to recover in 2022; the total revenue is still expected to remain below pre-pandemic figures. Government Covid-related ad spend will continue well into 2022.
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