Global ad spend trends and challenges
Global advertising spend directed toward news brands is projected to fall dramatically, reaching $32.3 billion in 2025. This reflects a 33.1% decrease from 2019 levels. While news content often captivates audiences, advertisers are seemingly pulling back due to potential reputational risks and concerns. Specifically in the UK, Nielsen data reveals that only 3.7% of TV ad spending was allocated to news programming last year.
Magazines also face significant declines, potentially suffering more than the overall news media. Forecasts predict magazine ad spending to be just $3.7 billion by 2025, a sharp 38.6% drop since 2019. This hesitance may stem not only from content-related concerns but also from shifting investment patterns. Only 51% of advertising spend now targets professionally produced content, a decline from 72% in 2019. Additionally, the trend toward online over offline news consumption is intensifying, with online gaining nearly half an hour more attention this year in the UK.
Source: Warc
Inflation and economic indicators
As of March 2025, the UK’s Consumer Prices Index (CPI) shows a reduced inflation rate at 2.6%, a dip from February’s 2.8%. Although prices continue to rise, the rate of increase has slowed. Factors contributing to this trend include decreases in the recreation and culture sectors, and lower motor fuel costs. However, rising clothing prices opposed these decreases. The broader CPIH, which includes housing costs, also showed a decrease—falling from 3.7% to 3.4%. Housing and household services significantly affected annual inflation.
Source: Office for National Statistics
Recruitment in marketing: Negative experiences on the rise
Reboot Online’s recent analysis finds that 21% of marketing job candidates are encountering negative interview experiences, placing the field fourth for negative reviews. Among 100 top employers on Glassdoor, marketing professionals report issues like ghosting—42% have been ignored post-interview. Additionally, over a quarter experience extended hiring processes, with many facing discrepancies in salary offers compared to initial discussions.
Source: Reboot Online
Marketing budgets face downturn amid geopolitical tensions
UK companies experience a reduction in total marketing budgets for the first time in four years, influenced by geopolitical instability. The Q1 2025 IPA Bellwether report notes that 4.8% of firms cut marketing budgets, with 24.2% of businesses decreasing them compared to 19.4% increasing allocations. Despite this, there are optimistic projections for the 2025/26 financial year, with anticipated growth in events and direct marketing.
Source: IPA Bellwether
E-commerce sees significant growth
Global online order volumes surged by 19% in the first quarter of 2025. Gifting occasions, such as Valentine’s and Mother’s Day, notably contributed to this rise. Online gifting orders rose 39%, while homeware and beauty categories saw increases of 34% and 17%, respectively. Major e-commerce hubs like Germany, Poland, and Ireland displayed remarkable growth. Meanwhile, express delivery options gained popularity amidst growing concerns over package security.
Source: Scurri
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