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.
