Expenditure Report Q4 2024

The most trusted source of ad spend data.

• Covers all major media and ad formats
• Includes ad spend by product category
• Quarterly data back to 1982 and projections for the next two years
• Data available in Excel format, via bespoke database queries or more than 150 standard tables

Key findings from the Q4 2024 report include:

• UK ad spend increased by 10.4% during 2024, to a total of £42.6bn. 
• Growth was driven by online display (+15.1%) and search (+12.8%) formats which, combined, accounted for nearly 80% of total UK ad spend in 2024.
• Legacy media, combined, saw advertising revenues increase by 2.3%, buoyed by sporting events. 
• Consumables (+4.8%) and financial (+1.8%) were the only core product sectors to record an increase in display ad spend last year.
• We predict overall growth of 6.3% in 2025 to £45.2bn, a downgrade of 0.6pp from our January forecast.
• We expect the UK ad market to rise by a further 5.6% in 2026, by when it will be worth £47.8bn.

For complimentary access to a sample of the report, please complete this form.

Are you an AA/WARC Expenditure Report subscriber? Login to access the full report.