Ad spend set to grow sharply in 2022: IPA Bellwether Q3

Positive news has been few and far between over the last 18 months. But according to the latest IPA Bellwether Report, marketers (and publishers) have a lot to look forward to.

The Q3 report, released yesterday, found that UK marketing budgets have grown at the strongest rate in four years, chiefly because of looser lockdown restrictions, pent-up consumer demand, and a stronger economic outlook.

According to the report, UK GDP is expected to have recouped on pandemic-related losses by mid-2022, and marketers are poised to take advantage, with ad spend set to grow sharply next year.

At a glance findings:

• Total marketing budgets increase at strongest rate since Q2 2017
• Company-level financial prospects at their most optimistic since Q1 2015
• Adspend set to grow sharply in 2021 and 2022

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