UK Ad Spending: The eMarketer Forecast for 2017 - eMarketer
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UK Ad Spending: The eMarketer Forecast for 2017

eMarketer Report

By: eMarketer

Published: March 22, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Uncertainty caused by last year’s Brexit vote has evidently had just a minimal impact on UK ad spending so far. eMarketer expects total media ad expenditures in the UK will reach £18.80 billion ($25.37 billion) this year, up 5.5% over 2016.

  • Top advertising companies like Google and Facebook performed strongly during 2016. As a result, eMarketer has slightly raised total UK media advertising estimates for the forecast period.
  • Digital media ad spending in the UK will increase 11.0% this year, driven largely by mobile. Making up nearly half of digital ad expenditures, search will remain the most popular ad type. Meanwhile, digital video ad spending will jump 22.2%, as social networks increase supplies of this format and advertisers become more comfortable with it.
  • The ever-increasing usage of mobile devices among UK consumers will ensure that mobile ad spending grows faster than any other format through the forecast period, climbing 27.4% in 2017. Annual growth rates will remain in the double digits, with mobile accounting for over one-third of total ad outlays this year and over half by 2020.
  • TV ad spending will remain a significant factor in the UK, representing a 23.0% share of total expenditures in 2017, or £4.33 billion ($5.84 billion). Without any dramatic developments expected for TV, growth will remain low throughout the forecast period.

"In 2017, total media ad spending in the UK will increase 5.5% to £18.80 billion ($25.37 billion). Growth will be moderate throughout the forecast, reaching £22.67 billion ($30.60 billion) in 2021."

Table of Contents

Total Media Ad Spending

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Digital Ad Spending

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Mobile Ad Spending

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7 charts are included in the full report:

UK Ad Spending: The eMarketer Forecast for 2017

UK Total Media Ad Spending, 2016-2021 (billions of £ and % change)

Total Media Ad Spending

UK Total Media Ad Spending, by Media, 2016-2021

Digital Ad Spending

UK Digital Ad Spending, 2016-2021 (billions of £, % change and % of total media ad spending)

Digital Ad Spending, by Format

UK Digital Ad Spending, by Format, 2016-2021 (millions of £, % change and % of total)

Digital Ad Revenues, by Company

UK Digital Ad Revenues at Google, Facebook and Twitter, 2016-2019 (millions of £, % change and % of digital ad spending)

Mobile Ad Spending

UK Mobile Ad Spending, 2016-2021 (billions of £, % change, % of total media ad spending)

Mobile Ad Spending, by Format

UK Mobile Ad Spending, by Format, 2016-2021 (millions of £)