UK Total Media Ad Spending Share, by Media

% of total
Timeframe20222023202420252026
DigitalMaximum of two rows can be charted.
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– MobileMaximum of two rows can be charted.
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Newspaper*Maximum of two rows can be charted.
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Magazine*Maximum of two rows can be charted.
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Radio**Maximum of two rows can be charted.
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Out-of-homeMaximum of two rows can be charted.
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TV*Maximum of two rows can be charted.
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Source: eMarketer

Note: includes digital (desktop/laptop, mobile and other internet-connected devices), magazines, newspapers, out-of-home, radio and TV; *excludes digital; **excludes off-air radio and digital

Additional Note: eMarketer defines digital ad spending to include categories such banners, classifieds, email (embedded ads only), lead generation, rich media, search, sponsorships and video; includes mobile ads within the existing formats.eMarketer benchmarks its UK TV ad spending projections against Ofcom (Office of Communications) data for which the last full year measured was 2017; includes broadcast TV and cable TV.eMarketer benchmarks its UK radio ad spending projections against Radiocentre data for which the last full year measured was 2017.eMarketer benchmarks its UK out-of-home ad spending projections against Outsmart data for which the last full year measured was 2017.

Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends of the advertising market; historical trends of each medium in relation to other media; reported revenues from major ad publishers; estimates from other research firms; data from benchmark sources; consumer media consumption trends; consumer device usage trends; and eMarketer interviews with executives at ad agencies, brands, media publishers and other industry leaders.

Comparative Estimates from Additional Sources:

Digital ad spending (% of total media ad spending), UK

Sources2020202120222023202420252026
eMarketer,October 2022
GroupM,June 2019
Zenith,December 2019

Newspaper ad spending (% of total media ad spending), UK

Sources2020202120222023202420252026
eMarketer,October 2022
GroupM,June 2019
Zenith,December 2019

Magazine ad spending (% of total media ad spending), UK

Sources2020202120222023202420252026
eMarketer,October 2022
GroupM,June 2019
Zenith,December 2019

Radio ad spending (% of total media ad spending), UK

Sources2020202120222023202420252026
eMarketer,October 2022
GroupM,June 2019
Zenith,December 2019

Out-of-home ad spending (% of total media ad spending), UK

Sources2020202120222023202420252026
eMarketer,October 2022
GroupM,June 2019
Zenith,December 2019

TV ad spending (% of total media ad spending), UK

Sources2020202120222023202420252026
eMarketer,October 2022
GroupM,December 2018
Zenith,December 2019
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