UK ad spend growth by media 2024

As of April 2024, it was forecast that broadcaster video-on-deand advertising (BVOD) ad spending will show the largest growth in the United Kingdom (UK) in 2024, at 14.1 percent compared to 2023. Digital out-of-home is expected to grow by 9.5 percent in 2023, and search ad spend will increase by 8.9 percent at the same time.

Growth of advertising spending in the United Kingdom (UK) from 2019 to 2025, by medium

Characteristic	2019	2020	2021	2022	2023	2024*	2025*
Search	17.8%	7.1%	38.5%	12.7%	11.9%	8.9%	6.4%
Online display*	17.4%	10.4%	47.2%	10%	11.3%	6.4%	5.5%
TV (total)	-3.5%	-11.8%	24.1%	-1.4%	-8.9%	2.6%	0.9%
Broadcaster Video-on-demand (BVoD)	15.5%	15.7%	40.2%	15.4%	15.9%	14.1%	11%
Out-of-home (total)	7.6%	-46.3%	28.9%	31.1%	9.7%	7.2%	5.6%
Digital out-of-home (DOOH)	15.1%	-40.2%	39%	30%	12.2%	9.5%	7.3%
Online classified*	-3.6%	-30.3%	8%	5.4%	-2.7%	-0.6%	1.5%
Direct mail	-10.7%	-34.3%	19%	1.2%	-12.6%	-4.9%	-3.3%
National newsbrands (total)	-1.5%	-24.2%	13.7%	-2.2%	-6.3%	-3.3%	-2.1%
Online national newsbrands	7%	0.5%	22.7%	2.2%	-5.8%	-0.8%	0.8%
Radio (total)	-1.5%	-12.6%	24.5%	2.8%	-3.3%	2.3%	1.6%
Online radio	8.6%	-5%	52.2%	6.9%	-7.1%	7.5%	4.1%
Magazine brands (total)	-8.8%	-29.4%	20.3%	-0.8%	-9.1%	-5.1%	-0.8%
Online magazine brands	-2.3%	-24.5%	48.8%	1.5%	-13.7%	-4.8%	2%
Regional newsbrands (total)	-10.5%	-34.7%	8.8%	-1%	-10.1%	-3.3%	-2%
Online regional newsbrands	5%	-23.3%	26.9%	3.3%	-7.6%	-1.7%	0.2%
Cinema	23.3%	-81.7%	86.6%	123%	-4.2%	2.5%	0.2%
Total UK ad spend	6.9%	-7.2%	34.4%	8.8%	6.1%	5.8%	4.5%

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Release date

April 2024

More information

Region

United Kingdom

Survey time period

2019 to 2023

Supplementary notes

* Forecast.
Broadcaster VoD, digital revenues for newsbrands, magazine brands, and radio station websites are also included within online display and classified totals, so care should be taken to avoid double counting. Online radio is display advertising on broadcaster's websites.

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