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SBD Global/July 9, 2014/Media

Advertising Association Expecting World Cup To Contribute 'Significant Boost'

The Advertising Association's annual forecast for the U.K. ad market has improved thanks to "strong TV and radio advertising in Q1" and the expectation that the World Cup will contribute a "significant boost" in the second quarter, according to Simon Nias of CAMPAIGN LIVE. The latest AA/Warc Expenditure Report shows that TV spot ad revenue grew 6% in Q1 to £1.1B, while radio advertising was up 5.7%. With the economy showing "sustained growth" and the World Cup expected to contribute to a "significant boost" in TV advertising revenue in Q2, U.K. advertising as a whole is "now forecast to grow" 6% in '14 and 6.7% in '15. AA Strategy Dir Karen Fraser said, "This latest set of data shows the importance of global events such as the World Cup to advertising spend in the U.K. Following a positive start to the year in Q1, Q2 is set to be a strong quarter for the sector, buoyed by the tournament." The AA is forecasting a 10.5% TV advertising boost in Q2 followed by a "slower rate of increase" in Q3 as a result of budgets "being brought forward for the World Cup." Year on year, the AA is predicting TV ad growth of 6.5% in '14 (CAMPAIGN LIVE, 7/8).
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