Digital absorbs half of UK’s advertising budget

The UK has reportedly become the first of 25 countries to apportion half of its advertising budget to digital, in what has been hailed as a “seminal” landmark in the industry’s history.

In fact, £8billion will be spent on internet advertising this year (representing growth of 9.5%), out of a total forecast ad spend for the country of £15.8bn, says a study by Strategy Analytics.

Obtained by the Telegraph, the study ranks the UK in first place in terms of proportion of ad budget signed off for digital, followed by Western Europe (30%) and then the US (just over 25%).

“Digital crossing the 50% share threshold is a seminal moment in the history of the ad industry,” the study’s Michael Goodman told the paper.”In the US…TV still rules the roost.”

Television takes less of priority for UK advertisers. In particular, the study was said to have found that only a quarter of the nation’s almost £16bn ad spend is going to go on the telly.

UK print and publishing will get even less – about half of TV’s revenue – but remains a more supported investment for adverts than outdoor (16% share) and radio (3% share) put together.

 

22nd February 2015

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