Ad spend across three major sectors in the UK declined by £43.3 million in March 2020

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 18, 2020, 2:39 PM UTC

Travel and transport was the hardest hit with spend down 48.1%, according to Neilsen data.

Total UK ad spend declined 5.7% to £583.4 million in March this year, with travel and transport, entertainment and leisure, and the telecom the most severely affected sectors. This sudden fall reflects the immediate impact of the lockdown on Britain’s economy.

Other sectors, including retail (-20%), and clothing and accessories (-9.01%), also saw a significant negative impact. However, there was a substantial uptick in sectors like Food (16.2%), and government, social and political organisations (18.5%) and household FCMG(15.96%).

Advertisers spent a total of £412 million on TV in March, with FCMG giant Unilever being the biggest advertiser. A separate report found TV ad spend could fall 46.6% in the second quarter and 19.8% across 2020.

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