UK Ad Trends 2017 Digital Goes Mainstream As TV Declines
Our clients have full access to all of our reports. Clients can log in to read this report. Click here to become a client.
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 spend in 2017 was approximately billion was spent on digital advertising in 2017, with billion for the full year
- Digital ad was of the UK total, was a increase on 2016
- UK TV spend will fall in 2017
- Tech companies replacing traditional companies as the spenders on TV
- In 2017, Amazon, Facebook, Netflix were among biggest spenders in UK television
- Direct mail print advertising revenue will decline in 2017
- UK advertising of in 2017 has fallen UK GDP growth of
Companies and brands mentioned: Amazon, Apple, Facebook, Google, Netflix, Procter and Gamble, Unilever