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EMARKETER

UK Ad Spending 2023

Digital Growth Hits a Historic Low, but CTV Offers a Bright Spot

Report by Bill Fisher  |  May 4, 2023

Worldwide Ad Spending 2023

Our Latest Ad Spending Forecasts and Trends Across 6 Global Regions

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Table of Contents
Report Snapshot
Digital hits a big bump in the road, though a rebound is expected.
Proportionally, digital goes from strength to strength.
CTV’s rapid ascent will be a bright spot for the UK’s ad industry this year.
CTV offers the easiest ‘digital shift’ for protagonists from the traditional world of TV advertising.
Search has seen a slight benefit from the economic uncertainty.
The duopoly’s stranglehold is slipping slightly.
What does this forecast mean for marketers in the UK?
Sources
Media Gallery
About This Report
The UK ad market is under as much pressure as it’s ever faced. But while spending growth will hit a historical low, there are some positive signs for advertisers with experimentation away from the duopoly a very real possibility.
Topics
Digital Ad Spending
Total Media Ad Spending
United Kingdom
Table of Contents
Report Snapshot
Digital hits a big bump in the road, though a rebound is expected.
Proportionally, digital goes from strength to strength.
CTV’s rapid ascent will be a bright spot for the UK’s ad industry this year.
CTV offers the easiest ‘digital shift’ for protagonists from the traditional world of TV advertising.
Search has seen a slight benefit from the economic uncertainty.
The duopoly’s stranglehold is slipping slightly.
What does this forecast mean for marketers in the UK?
Sources
Media Gallery

Report Snapshot

It will be a tough year for the UK ad market amid challenging economic conditions. But while growth will be muted, even for digital advertising, there will be some bright spots, connected TV (CTV) chief among them.

Key Question: Just how much of a negative impact will current economic conditions have on the UK’s ad market?

KEY STAT: UK digital ad spending growth will hit its lowest rate since we started tracking it in 2009. There will be a rebound next year, but spending won’t catch up to our prior forecast.

Here’s what’s in the full report

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Table of Contents

  1. Report Snapshot
  2. Digital hits a big bump in the road, though a rebound is expected.
  3. Proportionally, digital goes from strength to strength.
  4. CTV’s rapid ascent will be a bright spot for the UK’s ad industry this year.
  1. CTV offers the easiest ‘digital shift’ for protagonists from the traditional world of TV advertising.
  2. Search has seen a slight benefit from the economic uncertainty.
  3. The duopoly’s stranglehold is slipping slightly.
  4. What does this forecast mean for marketers in the UK?
  1. Sources
  2. Media Gallery

authors

Bill Fisher

Contributors

Oscar Bruce Jr.
Senior Forecasting Analyst
Jennifer Merritt
Vice President, Content
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