UK ad spend growth seen at 6.6%

Growth was previously forecast to be around 5.4% for the year, but a stronger than anticipated third quarter has pushed expectations to 6.6%.

Growth in the fourth quarter “should remain solid, if slower” at 5.2%, the AA/Warc said.

Advertising Association chief executive Tim Lefroy (pictured) said: “It’s great to see another strong set of results in Q3, boosted by the World Cup and the ever-increasing popularity of big TV events such as The X Factor.”

Warc data editor Suzy Young added: “While UK ad spend has exceeded all expectations so far in 2010, it’s wise to remain cautious when looking to next year.

“We expect spend to increase by just over 2% in 2011, but there are risks ahead, especially with the government spending cuts and concerns about unemployment.”