Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - United Kingdom

United Kingdom

Ad spending in the Traditional TV Advertising market in the United Kingdom is forecasted to reach €4.59bn in 2024.
Ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of -2.04%, leading to a projected market volume of €4.14bn by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market is estimated to be €83.99 in 2024.
In the Traditional TV Advertising market in the United Kingdom, the number of users is expected to reach 56.0m users by 2029.
Traditional TV advertising in the United Kingdom is facing a decline as digital platforms continue to dominate consumer attention and ad spend.

Key regions: Germany, Europe, Japan, United Kingdom, Australia

Definition:
Traditional TV Advertising refers to ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV). Terrestrial television uses traditional antennas that transmit analog signals. Analog terrestrial TV has undergone a digital switchover (DSO) to digital terrestrial TV in most parts of the world. For digital terrestrial TV, television broadcasting stations transmit TV content through radio waves to televisions in households in a digital format. Internet Protocol television (IPTV) refers to the delivery of television content via Internet Protocol networks. IPTV is used in subscriber-based telecommunications networks via set-top boxes or other customer-premises equipment (IPTV is included in the cable revenue split here). Traditional TV Advertising covers all ad spending on pay-TV operators and networks as well as free-to-air networks and free-to-air spin-off digital channels from terrestrial network operators. Usually, the distribution of advertising time in television programs is either carried out by the broadcasters themselves or by marketing agencies.

Structure:

Cable TV signals are transmitted through coaxial or fiber-optic cables directly to each household without the need for external antennas.
Satellite TV includes television programming with the use of communication satellites that transmit to satellite dishes. A dedicated satellite receiver (external set-top boxes or built into TV sets) decodes the television program.
Digital Terrestrial Television (DTT), sometimes known as direct-to-terrestrial television, is a type of television reception in which a signal is transmitted directly to a viewer's antenna rather than through a cable or satellite system. As a rule, HDTV signals are available through digital terrestrial television, and this type of television also makes better use of the radio spectrum.

Additional information:
Traditional TV Advertising comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users. Figures are based on Traditional TV Advertising spending and exclude agency commissions, rebates, production costs, and taxes. For more information on the data displayed, use the info button right next to the boxes.

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Analyst Opinion

The Traditional TV Advertising market in United Kingdom is experiencing significant growth and development.

Customer preferences: Customers in the United Kingdom still have a strong preference for traditional TV advertising. Despite the rise of digital platforms and streaming services, many consumers continue to watch television and rely on it as a source of entertainment and information. This preference for traditional TV creates a prime opportunity for advertisers to reach a wide and diverse audience through television commercials.

Trends in the market: One of the key trends in the Traditional TV Advertising market in United Kingdom is the increasing use of targeted advertising. Advertisers are leveraging data and analytics to better understand their target audience and deliver more personalized and relevant advertisements. This trend allows advertisers to maximize the impact of their campaigns and increase the effectiveness of their advertising spend. Another trend in the market is the integration of digital elements into traditional TV advertising. Advertisers are incorporating interactive features, such as QR codes and social media hashtags, into their commercials to encourage viewer engagement and drive online interactions. This integration of digital elements not only enhances the viewer experience but also provides advertisers with valuable data and insights on consumer behavior.

Local special circumstances: The United Kingdom has a highly competitive television market, with a wide range of channels and networks available to viewers. This competition drives innovation and creativity in advertising, as advertisers strive to capture the attention of viewers amidst the abundance of content. Advertisers in the United Kingdom are constantly seeking new and unique ways to stand out and make an impact in the crowded advertising landscape.

Underlying macroeconomic factors: The strong economy in the United Kingdom is contributing to the growth of the Traditional TV Advertising market. As businesses thrive and consumer spending increases, advertisers are willing to invest more in television advertising to promote their products and services. Additionally, the United Kingdom has a stable political and regulatory environment, which provides a favorable business climate for advertisers. In conclusion, the Traditional TV Advertising market in United Kingdom is experiencing growth and development due to customer preferences for television, the use of targeted advertising, the integration of digital elements, local special circumstances, and underlying macroeconomic factors. Advertisers in the United Kingdom are leveraging these trends and circumstances to effectively reach their target audience and drive business growth.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional TV advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, number of households with television, and consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.