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TV ad revenue in UK reaches record $6.88bn

07 March 2012
TV ad revenue in UK reaches record $6.88bn

TV ad revenue in the UK increased by 2.2% to reach $6.88bn in 2011, according to new figures from Thinkbox.

In 2011, there were 887 new or returning advertisers to TV after an absence of at least five years. These advertisers included Google, Avios, Asics, Majestic Wine and Unum, which accounted for 2.6% of the total TV ad revenue.

It is the fourth consecutive year that linear TV’s share of advertising in the country has increased. The figures from several UK commercial broadcasters suggest that TV advertising has outperformed the general UK advertising market in 2011, which is estimated to have also grown by around 1.5%.

Retail was the top spending category on TV advertising in 2011 according to Nielsen Media Research, followed by entertainment and leisure, and then finance. 

Significant increases in TV ad spend in 2011 compared to 2010 came from the telecoms category which increased spending by 28.8%. Travel and transport increased 27% and comparison websites by 21.5%.

“The strength of linear TV advertising investment reflects commercial TV’s record viewing and the further acknowledgement by advertisers of the evidence of its unrivalled ability to create business profit,” says Thinkbox chief executive Tess Alps. “It’s worth noting that, in addition to these revenues, TV is also driving one of the fastest growing parts of online advertising through TVOD.”

The average viewer watched 47 ads a day during 2011 according to statistics released by the Broadcasters’ Audience Research Board in January.

David Hing, London

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