The overall UK media spend increased by five per cent in the year to March 31st, with press ads up by a tenth.

According to Thomson Intermedia, this comes in an era where there is “tremendous uncertainty” about the pace of change and how marketing campaigns will alter.

“There is a strong sense of media being in transition and tremendous uncertainty about what will happen as the pace of change seems to get faster daily,” Sarah Jane Thomson, CEO of Thomson Intermedia, said.

“Advertisers naturally want to stay ahead of the curve and get things right, but one fear we should see assuaged with time is of audiences fragmenting endlessly, eroding forever the critical mass traditional media once offered.”

Its barometer found that while press advertising rose ten per cent, “thanks mainly to 17 per cent growth in quality titles’ colour pages”, TV advertising dropped four per cent and radio suffered a nine per cent loss.

However, online advertising spending rose by a fifth, partly due to an increase in display advertising budgets, Thomson added.

“Audiences are emerging in significant new ways and technologies driving change enabling more cost effective communications, albeit on different terms,” commented the firm, saying that as definitions of the media are expanding, “the means to tie marketing activities more closely to business objectives are increasingly available to those able to exploit them”.ADNFCR-8000151-ID-18140349-ADNFCR

Related Topics: General Marketing