Adspend growth has continued to be driven by the strong performance of digital channels with internet spend for H1 up 13.3% to almost £4bn and with mobile accounting for 79% of this growth. Mobile adspend grew 52.1% to break the billion pound barrier in a half-year period for the first time (£1.1bn).

Warc’s Global Adspend Database shows that the UK has the highest spend on mobile advertising in Europe and the third highest globally, after the US and China.

Steady growth was also reported in the period for radio (+2.9%), out of home (+2.3%), cinema (+2.7%) and direct mail (+4.5%). TV spot advertising performed particularly well, increasing 7.1% year-on-year.

Tim Lefroy, chief executive at the Advertising Association said: “Advertising’s resilience points to the strength of the broader economy in the first half. The UK leads the world in e-commerce and the trend to mobile means serving the public better – ads in the right place at the right time.”

Advertising spend is predicted to break the £20bn barrier in 2016, with a 5.8% rise in 2015 and a 5.3% rise in 2016.