AA/WARC: UK ad market grows 6.1% in 2023 lead by digital
Posted on Thursday 25 April 2024
The latest Advertising Association / WARC expenditure Report shows online advertising accounted for over three-quarters of the total for the first time
The figures from the Advertising Association/WARC show that online formats accounted for 78.4% of the £36.6bn spent on the UK’s ad market in 2023.
The findings show a 6.1% increase in investment, the 13th annual expansion recorded in the last 14 years, with search (+11.9%), out-of-home (+9.7%) and BVOD (+15.9%) all registering growth. You can find out more here.
Speaking about the latest data, Stephen Woodford, Chief Executive of the Advertising Association, said: “The continued shift to online advertising formats reflects the changing shape of our economy, with people increasingly shopping online as well as on the high street, and businesses striving to provide the best customer experience in all scenarios.”
The latest AA/WARC findings expects the UK advertising market to grow further in 2024, with short-term stimuli such as the Men’s EUROs in June, the upcoming UK General Election in the second half of the year and, to a lesser extent, the Paris Olympics in July, all anticipated to contribute in formats such as broadcaster video-on-demand.
|
Media |
2022 |
2023 |
2023 % change |
2024(f) % change |
2025(f) % change |
|
Search |
13,143.8 |
14,705.0 |
11.9% |
8.9% |
6.4% |
|
Online display* |
11,612.2 |
12,925.1 |
11.3% |
6.4% |
5.5% |
|
TV |
5,381.0 |
4,900.0 |
-8.9% |
2.6% |
0.9% |
|
of which BVOD |
845.4 |
979.6 |
15.9% |
14.1% |
11.0% |
|
Out of home |
1,181.2 |
1,295.3 |
9.7% |
7.2% |
5.6% |
|
of which digital |
749.9 |
841.3 |
12.2% |
9.5% |
7.3% |
|
Online classified |
1,110.8 |
1,080.8 |
-2.7% |
-0.6% |
1.5% |
|
Direct mail |
1,094.5 |
956.7 |
-12.6% |
-4.9% |
-3.3% |
|
National newsbrands |
825.3 |
773.6 |
-6.3% |
-3.3% |
-2.1% |
|
of which online |
374.5 |
352.8 |
-5.8% |
-0.8% |
0.8% |
|
Radio |
740.1 |
715.5 |
-3.3% |
2.3% |
1.6% |
|
of which online |
77.7 |
72.2 |
-7.1% |
7.5% |
4.1% |
|
Magazine brands |
553.8 |
503.3 |
-9.1% |
-5.1% |
-0.8% |
|
of which online |
302.2 |
260.8 |
-13.7% |
-4.8% |
2.0% |
|
Regional newsbrands |
505.2 |
454.2 |
-10.1% |
-3.3% |
-2.0% |
|
of which online |
259.2 |
239.4 |
-7.6% |
-1.7% |
0.2% |
|
Cinema |
229.5 |
219.9 |
-4.2% |
2.5% |
2.2% |
|
TOTAL UK ADSPEND |
34,518.5 |
36,624.3 |
6.1% |
5.8% |
4.5% |
|
Note: Broadcaster VOD, digital revenues for newsbrands, magazine brands, and radio station websites are also included within online display and classified totals, so care should be taken to avoid double counting. Online radio includes targeted in-stream radio/audio advertising sold by UK commercial radio companies, together with online S&P inventory. |
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