According to the figures published by the Advertising Association, television advertising now looks likely to show double the growth originally predicted at the end of the first quarter, with a rise of 4.4%. The sector has been bolstered this year by Euro 2004, as well as by hit shows such as 'Hell's Kitchen' on ITV1 and 'Big Brother' on Channel 4.
If 2004 adspend figures do outperform 2003, it will be the first time in three years that the market has increased.
For the first time, the AA has given figures for cinema and internet advertising along with direct mail. The AA is predicting a 53% rise in online advertising spend in 2004 and a 4.1% rise in direct mail. Cinema looks set to be the only medium to see a fall, dropping back by 1.4% on current prices. These three media are not included in the overall estimate of 4.8% growth.
Radio and poster advertising are to continue to see strong growth, up by 7.8% and 8.7% respectively, and regional newspapers will also see strong growth, according to estimates, rising by 5.9%.
Even business magazines, which have remained in a slump as other sectors recovered, are thought to show a rise of 2.6%.
"The recovery that began in the fourth quarter of 2003 has continued into the first quarter of 2004, with total advertising expenditure rising 3.5% year-on-year at constant prices," the AA said.
The figures are published today in the AA's 'Advertising Forecast', researched and compiled by the World Advertising Research Centre.
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