Digital advertising has been found to be responsible for more than half of the UK's media ad spend. Figures released by the Advertising Association show that online advertising grew by 10% during Q1 2017, with mobile growing by 36% year on year. This means that the value of digital advertising in the UK is now higher than it has ever been. This compares well against the total media ad spend in the country, which grew at its lowest level since early 2013. The data also shows that “large retailers – particularly supermarkets – and major food brands reined in their TV spending by 25%” during the first quarter of 2017. Before the end of the year, it is forecasted that UK ad spend will grow by 5.5% from the end of 2016.