UK’s Digital Ad Market Reaches £40.5bn
The UK’s digital ad market reached £40.5bn in 2025, up 10% year-on-year and significantly outpacing GDP growth, with video investment surging 20% to £9.3bn. Download the full report for detailed format splits, sector insights, market sentiment and 2026–2027 forecasts, plus analysis of the updated methodology underpinning this year’s results.
Top 10 Takeaways from Digital Adspend 2025
After a topline breakdown of 2025's digital ad spend? Check out the key takeaways from this year's report.
Adspend on The IAB UK Podcast
In this episode of the IAB UK podcast our CSO James Chandler is joined by our Head of Insight Elizabeth Lane and Jeff Youssef (Oliver Wyman), to unpack the latest findings from this year's report.
Extra reading
Understanding the market via our Adspend report is an integral part of our work at the IAB. Here are some extra resources to help you dive deeper into the numbers.
Adspend 2025: 10 key takeaways
After a topline breakdown of 2025's digital ad spend? Check out the key takeaways from this year's report.
Adspend 2024: Breakdown by sector
Explore our topline breakdown of 2024's Adspend results with sector specific insights.
Adspend 2024: Affiliate marketing
The IAB has worked with its Affiliate members to produce a topline spend report for this market specifically.
Adspend 2024: Share of media
Take a look at our snapshot of UK media using IAB / MediaSense Adspend & AA / WARC data.
About Adspend
The annual Adspend research is the official measure of the size of the UK digital advertising market and has been the official figure used by the Advertising Association since 1997. The research is a census of UK media owners and intermediaries and covers desktop, tablet and mobile spend. The full report breaks down the data by Category, Format, Environment, and Industry Sector.