UK Ad Trends 2017 Digital Goes Mainstream As TV Declines

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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        grow to        this trajectory increased throughout the year due to print ad revenue haemorrhaging. The decline accelerated from        YoY for 2015 to 2016, to        in        2017, resulting in slow growth for the ad industry overall.

Key Findings

• Total UK ad spend in 2017 was approximately        billion
       billion was spent on digital advertising in        2017, with        billion for the full year
• Digital ad spend was        of the        UK total, which was a        increase on 2016 spend 
• UK TV advertising spend will fall        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        YoY in 2017
• UK advertising growth of        in 2017 has fallen below UK GDP growth of       

Companies and brands mentioned: Amazon, Apple, Facebook, Google, Netflix, Procter and Gamble, Unilever