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