Reports Media & Marketing

UK Ad Trends 2017 Digital Goes Mainstream As TV Declines

Report by Zach Fuller
Cover image for UK Ad Trends 2017
Synopsis PDF Excel PowerPoint

The 20,000 Foot View: 2017 proved to be a tipping point for the UK’s advertising industry, with annual digital advertising revenue overtaking TV for the first time. Not only did digital’s share of total ad spend in XXX grow to XXX this trajectory increased throughout the year due to print ad revenue haemorrhaging. The decline accelerated from XXX YoY for 2015 to 2016, to XXX in XXX 2017, resulting in slow growth for the ad industry overall.

Key Findings

  • Total UK ad spend in 2017 was approximately XXX XXX billion was spent on digital advertising in XXX 2017, with XXX billion for the full year
  • Digital ad spend was XXX of the XXX UK total, which was a XXX increase on 2016 spend 
  • UK TV advertising spend will fall XXX in 2017
  • Tech companies are replacing traditional companies as the big spenders on TV
  • In 2017, Google, Amazon, Facebook, Netflix were among the biggest spenders in UK television advertising
  • Direct mail and print advertising revenue will decline XXX YoY in 2017
  • UK advertising growth of XXX in 2017 has fallen below UK GDP growth of XXX and brands mentioned: Amazon, Apple, Facebook, Google, Netflix, Procter and Gamble, Unilever

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