All advertising sectors, except online, recorded year on year declines in ad spend, amounting to a 3.9% decline overall.

In Q4 alone, total advertising expenditure fell by 9.6% compared with the same quarter the previous year.

Despite the negative figures, a recent report by WARC and the AA, the Long Term Advertising Expenditure Forecast, predicted that after the current downturn, advertising expenditure in the UK could grow by as much as 52% over the ten-year period to 2020.