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Record exports make advertising a great British success story
Newly released figures paint a picture of rude health for the UK’s advertising and marketing exports in 2019 – so how will the industry cope with the challenges posed by the pandemic?
The Advertising Association’s recently published UK Advertising Exports Report 2021 wasn’t short of headline figures. The report covered the latest data taken from 2019, when 7% year-on-year growth led the industry to a new record level of £11bn in international trade. That put UK exports of advertising and market research services in third place among comparable industries, behind insurance and pension services (at £20bn) and computer services (£12bn).
UK ADVERTISING EXPORTS ROSE 7% TO REACH £11BN IN 2019
US remains No.1 for UK ad exports as balance shifts from EU towards other international markets.
The Advertising Association has published its annual UK Advertising Exports Report 2021 showing that international trade in UK advertising and market research services grew 7% year-on-year to reach a new record level of £11bn in 2019.
The figures are taken from an analysis by the advertising industry think tank, Credos, of data from the Office for National Statistics’ (ONS) Pink Book. The data shows advertising and market research services in third place among comparable industries in 2019, behind insurance and pension services (£20bn) and computer services (£12bn).
By John Glenday-16 March 2021 09:21am
UK advertising goes global as exports jumped 7% in 2019
Britain’s pre-pandemic advertising industry was in fine fettle, with exports jumping 7% over 2019 to hit £11bn as part of a broader rebalancing from EU to international trade, according to the Advertising Association.
The trade body’s latest annual UK Advertising Exports Report credits the US as Britain’s biggest single market, importing £1.1bn worth of advertising and market research services, ahead of France (£785m), Germany (£712m) and Switzerland (£643m).
A shift from EU to international markets
According to the UK Advertising Exports Report 2021, EU nations as a whole accounted for 40% of all British advertising, market research and opinion poll services in 2019, rising to 42% with the inclusion of EEA nations.