A record £5.27 billion was invested in UK TV advertising in 2015, according to Thinkbox.
The figures show an increase of 7.4 per cent on 2014, and mark the sixth consecutive year of growth for TV advertising in the UK.
Thinkbox’s data represents all money invested by advertisers in commercial TV, broadcaster VoD, linear spot and sponsorship, and product placement.
Online businesses are now the second biggest TV advertising category, investing over £500 million, with Google, Facebook and Netflix spending over 60 per cent of their marketing budgets on TV advertising.
Social media network Facebook invested £10.8 million, the year’s biggest-spending new TV advertiser, one of 877 new or returning advertisers on TV.
“TV advertising works, it works better than anything else, and it works for all budgets,” said Lindsey Clay, chief executive of Thinkbox.
“Nothing else has TV’s reach, scale and connection with audiences; no other form of advertising is as trusted. Advertisers of all sizes, from global technology companies to local businesses, know this and have voted with their investment.
“Online businesses in particular recognise the impact TV advertising has and have significantly increased their investment recently. This is something we expect to continue in 2016.”
Further figures included:
– TV advertising is 30 per cent cheaper than ten years ago
– Commercial TV reaches 92.5 per cent of the UK every week
– An average broadcast TV campaign in the UK (of 400 TV ratings) gets 234 million views