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.
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