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 2023 report include:
The latest AA/WARC survey data shows that UK ad spend rose 6.1% during 2023, to a total of £36.6bn.
Growth was driven mostly by rises in search (+11.9%) and online display (+11.3%) formats which, combined, accounted for three-quarters (75.4%) of all UK ad spend in 2023.
Out of home (+9.7%) – buoyed by a 12.2% rise in spend on digital sites – was the only legacy ad medium to record growth last year.
The only major product sectors to record rising display ad spend last year were retail (+5.0%) and services (+4.7%).
We have largely held our full-year growth forecast for 2024 at +5.8% (-0.1pp since January) and believe that the UK’s ad market will grow by a further 4.5% in 2025, by when it should be worth more than £40bn.
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