TV advertising revenue in the UK totalled £5.27 billion in 2015, up 7.4% on 2014, according to full year revenue figures provided to UK ad industry association Thinkbox by the UK’s commercial TV broadcasters.
This is the sixth consecutive year that TV advertising revenue has grown in the UK. The figure represents all the money invested by advertisers in commercial TV: linear spot and sponsorship, Broadcaster VOD, and product placement.
Based on data from Nielsen, the continued growth has been fuelled by increased investment in all major marketing categories, with significant growth coming from online companies. Online businesses invested over £500 million in TV in 2015, an increase of 14% on 2014. Google, Facebook and Netflix spend over 60% of their marketing budgets on TV advertising.
2015 saw a trend in more established TV categories increasing their investment. Motors increased TV spend by 18% to £318 million, finance increased by 17% to £428 million, and household FMCG increased by 14% to £199 million, according to Nielsen.
Advertising Association (AA) estimates indicate that the total UK advertising market grew to £19.7 billion in 2015, up 6.1% year on year. TV advertising outpaced the market, growing by 7.4%. Based on the AA estimate, TV accounted for 26.9% of the total UK ad market in 2015.
Ian Forrester (Unruly), Germaine Ng Ferguson (StarHub) and Graeme Hutcheson (Sky Adsmart) will be among the panellists discussing ‘future models to maximise advertising revenues’ at at this year’s TV Connect (26th – 28th April 2016 ExCeL, London)