` UK CREATIVE INDUSTRIES TRACKER SURVEY, Q1 2016 SUMMARY Celebrations for the 400 th anniversary of the death of William Shakespeare generated international interest for the UK, according to the latest edition of the UK Creative Industries Tracker Survey. Key findings from the Q1 2016 survey include: 48 per cent of respondents thought UK creative exports to their markets had increased in the previous three months. The majority of respondents (64 per cent) thought exports would remain unchanged in the next quarter. 60 per cent expected sentiment towards the UK s creatives to improve in the next three months. LONDON, April 2016: The quarterly UK Creative Industries Tracker Survey suggests a solid if unspectacular trading period for the UK s creative organisations as overseas markets reported levels of interest in UK-made creative offerings. Celebrations of the 400 th anniversary of the death of Shakespeare and a special showing of the BBC drama, Sherlock, were among the UK products attracting interest in overseas markets. The survey questions trade advisers for UK Trade & Investment (UKTI) and the Foreign & Commonwealth Office and Morison KSi, the international association of professional services advisers and accountancy partners, about perceptions and activity involving the UK s creative sectors in territories worldwide. Exporting and investing Among respondents, 48 per cent reported that exports from UK creative organisations into their local markets had increased in the last three months. However, the same proportion thought this activity had remained unchanged. None of the respondents believed the UK s creative exports had declined during the period (see charts below). WWW.THECREATIVEINDUSTRIES.CO.UK Page 1
FIG1: EXPORTS BY THE UK CREATIVE INDUSTRIES FIG 2: FOREIGN TRADE AND INVESTMENT IN THE UK CREATIVE INDUSTRIES Approximately 32 per cent of respondents thought that trade from overseas into the UK creative sectors grew during the period. This represents an increase from the figure of 25 per cent when this question was asked a year ago. The majority (64 per cent) thought this activity had remained at the same level. WWW.THECREATIVEINDUSTRIES.CO.UK Page 2
A slim majority (52 per cent) of respondents believed that sentiment in overseas markets had remained unchanged towards the UK creative industries, compared to 44 per cent who reported this had improved and 4 per cent reported it had deteriorated. FIG 3: CURRENT OVERSEAS SENTIMENT TOWARDS CREATIVE INDUSTRIES FIG 4: FUTURE OVERSEAS SENTIMENT TOWARDS CREATIVE INDUSTRIES WWW.THECREATIVEINDUSTRIES.CO.UK Page 3
The percentage of respondents expecting perceptions of the UK to improve further in the following three months was high at 60 per cent. However, this follows previous quarters when this figure has been even higher. Although small in absolute terms (8 per cent), the percentage of respondents expecting sentiment to deteriorate in the next three months was higher than in previous surveys. Sector comparisons and awareness building events Fig 5: UK CREATIVE SECTORS ATTRACING MOST OVERSEAS INTEREST As in previous editions of the Tracker Survey, UK-made television and film provided the most effective creative platforms for generating interest in international markets. In the first quarter of 2016, they were joined by UK music, fashion and arts and culture which were also prominent sources of international interest. In particular, activities celebrating the 400 th anniversary of the death of William Shakespeare such as a pop-up theatre in Auckland and ongoing digital initiatives, were noted by respondents. Other highlights singled out for attention in the survey were an episode of the BBC drama, Sherlock, which was shown in cinemas worldwide, and a celebration of the UK experience economy at an IAAPA (International Association of Amusement Parks and Attractions) in the US. WWW.THECREATIVEINDUSTRIES.CO.UK Page 4
Notes for Editors About the Creative Industries Tracker Survey The survey is sent to approximately 150 UKTI, FCO trade advisers and to experts from Morison KSi, the international association of professional services and accountancy experts. Survey data is collected four times a year. Respondents in 20 countries completed the survey in March 2016. For further information, please email info@thecreativeindustries.co.uk ENDS WWW.THECREATIVEINDUSTRIES.CO.UK Page 5