UK Total Media Ad Spending Share, by Media

% of total

Timeframe			2022	2023	2024	2025	2026
Digital								Maximum of two rows can be charted. Deselect another chart icon to add this one.
– Mobile								Maximum of two rows can be charted. Deselect another chart icon to add this one.
Newspaper*								Maximum of two rows can be charted. Deselect another chart icon to add this one.
Magazine*								Maximum of two rows can be charted. Deselect another chart icon to add this one.
Radio**								Maximum of two rows can be charted. Deselect another chart icon to add this one.
Out-of-home								Maximum of two rows can be charted. Deselect another chart icon to add this one.
TV*								Maximum of two rows can be charted. Deselect another chart icon to add this one.

Source: eMarketer, October 2022

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.