Propelled by the pandemic, UK's digital Ad spending is now second only to China

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 28, 2022, 1:06 PM GMT+0

According to the Advertising Association/Warc’s Expenditure Report, UK ad spending on TV grew 24.1% to £5.46 billion, including £732 million in BVOD.

Ad spend in the UK ad market grew by 34.3%, falling short of the £32 billion threshold in 2021, setting a new record. Moreover, of every £4 spent on advertising, £3 was spent online, making the UK's digital spending second only to China.

In 2021, internet ad spending grew 73.5% to reach £23.5 billion, an 11.7% increase over the pre-pandemic levels in 2019. Out of home also saw a 28.9% growth to reach £901 million. Other media formats that saw a spike in ad spend include TV, radio, magazines, and cinemas.

In addition, the UK government became the biggest advertiser, with a slew of ads aimed at changing public opinion on issues like the NHS, social distancing, and more. Government communications grew 97%, while business and industrial advertising surged 67% in 2021. Due to increased demand driven by the FIFA World Cup in Qatar, the overall UK advertising market is expected to grow 10.7% in 2022 to £35.3 billion.

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