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TV ad revenue in the UK totals £5.11bn

March 21, 2019 10.54 Europe/London By Julian Clover

Online businesses represent the largest category of advertiser on UK television.

According to 2018 data from Nielsen released by Thinkbox, brands such as Google, Just Eat, and Trivago invested a total of £760 million in TV advertising, £47 million (7%) more than in 2017.

Amazon spent £60 million on TV advertising, a 21% increase year-on-year, making it the third biggest advertiser. Only Procter and Gamble (£169 million) and Reckitt Benckiser (£79 million) invested more in TV during 2018.

Food advertisers between them spent £534 million (3% down), Cosmetics & Personal Care stood at £437 million (1% up), Entertainment & Leisure spent £380 million (no change) and Finance: £378 million (18% up).

The increase in Finance advertising spend on TV was due in part to Capital One and VISA returning to TV advertising after a period of not spending on TV.

Lindsey Clay, Thinkbox CEO said: “TV advertising put in a strong performance in 2018 given the challenging economic environment. TV remains the pre-eminent form of advertising, proven to outperform all others. It is a testament to TV’s continuing power to deliver that a company like Amazon, which understands its customers so well, is using TV to power its success.”

The total TV advertising figure of £5.11 billion represents all money spent by advertisers in commercial TV in the UK across all formats and screens: broadcast TV spot and sponsorship, Broadcaster VOD, addressable TV, interactive TV advertising, and product placement.

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Filed Under: Newsline, TV Tagged With: Nielsen, Thinkbox Edited: 21 March 2019 10:54

About Julian Clover

Julian Clover is a Media and Technology journalist based in Cambridge, UK. He works in online and printed media. Julian is also a voice on local radio. You can talk to Julian on Twitter @julianclover, on Facebook or by email at jclover@broadbandtvnews.com.

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