Market Insights Advertising & Media Advertising

TV & Video Advertising - United Kingdom

United Kingdom

Ad spending in the TV & Video Advertising market in the United Kingdom is forecasted to reach €13.59bn in 2024.
The largest market within this industry is Digital Video Advertising, with a market volume of €9.00bn in 2024.
When compared globally, the United States is expected to lead in ad spending, reaching €134.10bn in 2024.
The average ad spending per user in the Digital Video Advertising market is projected to be €153.40 in 2024.
By 2029, the number of TV Viewers in the United Kingdom is anticipated to reach 56.0m users.
The United Kingdom is experiencing a shift towards programmatic TV advertising, enhancing targeting capabilities and optimizing ad placements for better engagement.

Key regions: United States, India, China, Japan, United Kingdom

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all 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).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

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

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Analyst Opinion

The TV & Video Advertising market in United Kingdom has been experiencing significant growth in recent years, driven by changing customer preferences and the increasing popularity of digital platforms.

Customer preferences: Customers in the United Kingdom have shown a strong preference for digital platforms when it comes to consuming TV and video content. With the rise of streaming services such as Netflix and Amazon Prime Video, traditional TV advertising has become less effective in reaching the target audience. This shift in customer preferences has led advertisers to invest more in digital advertising, including video ads on social media platforms like Facebook and YouTube.

Trends in the market: One of the key trends in the TV & Video Advertising market in the United Kingdom is the increasing adoption of programmatic advertising. Programmatic advertising allows advertisers to target specific audiences based on their demographics, interests, and online behavior. This targeted approach has proven to be more effective in reaching the right audience and maximizing the return on investment for advertisers. As a result, programmatic advertising has been growing rapidly in the United Kingdom, with more advertisers allocating their budgets towards this form of advertising. Another trend in the market is the rise of mobile video advertising. With the increasing use of smartphones and tablets, consumers are spending more time watching videos on their mobile devices. Advertisers have recognized this trend and are investing in mobile video ads to reach consumers on the go. Mobile video advertising offers a unique opportunity to engage with consumers in a more personal and immersive way, leading to higher levels of brand awareness and customer engagement.

Local special circumstances: The TV & Video Advertising market in the United Kingdom is also influenced by local special circumstances. The United Kingdom has a highly developed media industry, with a wide range of TV channels and production companies. This has created a competitive landscape where advertisers have access to high-quality content and a diverse audience. Additionally, the United Kingdom has a strong creative industry, with many innovative and award-winning advertising agencies. This creative talent pool has helped to drive the growth of the TV & Video Advertising market in the country.

Underlying macroeconomic factors: The growth of the TV & Video Advertising market in the United Kingdom can also be attributed to underlying macroeconomic factors. The United Kingdom has a stable economy and a high level of consumer spending, which provides a favorable environment for advertisers. Additionally, the country has a high internet penetration rate and a tech-savvy population, making it an attractive market for digital advertising. The United Kingdom's strong regulatory framework and consumer protection laws also contribute to the growth of the TV & Video Advertising market by ensuring transparency and accountability in the industry.

Methodology

Data coverage:

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

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, web traffic, 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, internet users, consumer spending, and digital 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.