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United Kingdom – International trade in advertising and market research services in the United Kingdom was £11.7 billion in 2020, remaining at the same level as pre-pandemic conditions in 2019.

Despite the challenges of a global lockdown facing exporters in the UK advertising industry, the balance of payments has remained stable, bringing the UK a healthy trade surplus of £5bn.

The figures are taken from an analysis by the advertising industry think tank, Credos, of data from the Office for National Statistics (ONS). Data shows that advertising and market research services take third place among comparable industries in 2020, behind insurance and pensions services (£20.7bn) and IT services (12. £9 billion).

The United States remains the main destination for British exports, receiving £1.2bn worth of advertising and market research services, followed by Spain (£895m) and then Germany (£877m).

The reach of British advertising on the global stage has been enhanced by the promotional work of the UK Advertising Export Group (UKAEG) in partnership with the Department for International Trade (DIT). Through UK House, he has created more than half a million contact opportunities with potential customers from 40 countries since the first lockdown; in 2021 it generated £21m of new business for its members.

Once again, the United Kingdom is second in the world for exports of advertising services ($13.6 billion), with the United States leading with almost $22 billion and Germany in third place with $11.8 billion, according to OECD data.

The report also presents several global headwinds to consider. Consequently, the Export Group has announced that it is reviewing its export strategy for the coming decade. He will ask key questions about the impact of the lockdown, the UK’s withdrawal from the European Union, the rise of e-commerce and the development of new international business opportunities.

This will inform the work the advertising industry is undertaking, together with the government, to build on its previous decade of growth and ensure the UK maintains its position as a world leader in advertising and marketing services. high quality.

“The advertising industry deserves recognition for its efforts and hard work in maintaining export revenues of £11.7bn in 2020, a tremendous performance during such a difficult time,” commented the MP Mike Freer, Minister of Exports.

He added: “The advertising industry has been very engaged, with DIT teams based around the world through its UK House programme, as well as in the development of UKAEG’s own search and selection tool for international customers. This is an excellent platform to promote the ability of advertising to drive export sales and DIT will continue to provide sector and market specific support to innovative companies to help them grow in the future. ‘international.

Advertising Association chief executive Stephen Woodford added: “As the global economy recovers in 2021 and 2022, there are headwinds to overcome, from the effects of the pandemic on supply chains at high inflation.

“This year’s UK Advertising Export Report is a clear call for our industry and government to work harder together to achieve higher export levels, with all the benefits for the jobs, growth and international cooperation that this brings.”