Digital businesses marked the largest increase in TV ad spend, with the delivery and food subscription sub-category claiming the top spot.
According to Nielsen Ad Intel data, investment in British television advertising touched record levels last year, at $7.16 billion. The number marks a 24% YoY increase, with over 1,000 new advertisers using the medium. Following the growth of ecommerce during the pandemic, “online-born” businesses invested $1.47 billion in TV, marking a 42% increase.
Digital businesses made for 20% of total advertising spend featuring on linear television as well. Among these businesses, the delivery-food subscription was the largest sub-category, with TV ad spend rising by $77 million YoY. Online marketplaces like Amazon and eBay follow delivery-food brands like Just Eat, and Deliveroo, with a $46 million increase YoY.
Social media firms like Facebook and TikTok spent a total of $30.2 million towards TV advertising. Global ad spend is expected to reach $745 billion this year, with UK, China, Japan, US and Germany rounding off the top five markets.
Use YouGov Biannual Tracker to find out whether Britain pays attention to TV ads.
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