Advertising spending in the United Kingdom (UK) 2012-2027

Based on the latest projections, advertising spending in the United Kingdom is set to reach 39.4 billion British pounds in 2022. The source further estimated that the spending would surpass 48 billion pounds by 2027. Post-covid recoveryThe UK is one of the world’s leading advertising markets, but even so, the region’s ad industry has experienced major disruptions following the onset of the pandemic. Revenue growth slowed for the first time in many years as many companies scaled down their budgets and reduced advertising activities amid the uncertainties of the time. This weariness subsided as early as 2021 when the industry made a full financial recovery – an upward trend that was also mirrored on a global scale. Between 2020 and 2021, global ad revenue jumped from 621 to over 772 billion U.S. dollars and visibly surpassed pre-pandemic levels. Let’s get digitalAdvertisers across the UK no longer place all their bets on traditional media formats as consumers gradually turn to digital channels for information, communication, and entertainment. The internet has long overtaken television as the leading advertising medium in the UK, and based on the latest data, digital ad spending reached an all-time high of around 28 billion British pounds in 2021. Television and video, for example, drew less than five billion that year. And even though there has been an uplift in spending on TV commercials in 2021, other legacy media such as print newspapers and magazines continue to attract smaller investments and brand interest each year.

根据最新的预测，2022年英国的广告支出预计将达到394亿英镑。来源进一步估计，到2027年，这一支出将超过480亿英镑。在经历新冠疫情后的复苏阶段，英国成为世界上领先的广告市场之一，即便如此，该地区的广告业在疫情爆发后也遭受了重大的冲击。多年来的首次，收入增长放缓，许多公司在面对不确定性的背景下削减了预算并减少了广告活动。这种疲态在2021年已经逐渐消退，行业实现了全面的经济复苏，这一上升趋势在全球范围内也得到了体现。在2020年至2021年间，全球广告收入从6210亿美元激增至超过7720亿美元，明显超过了疫情前的水平。数字广告的崛起随着英国各地的广告商不再将所有赌注都押在传统媒体格式上，因为消费者逐渐转向数字渠道以获取信息、进行沟通和娱乐。互联网早已超过电视成为英国领先的广告媒介，根据最新数据，2021年数字广告支出达到了创纪录的约280亿英镑。例如，电视和视频在那一年的支出不到50亿。尽管2021年电视广告的支出有所上升，但其他传统媒体，如印刷报纸和杂志，每年仍吸引较少的投资和品牌关注。