Six of the ten largest advertisers in the UK are investing more in traditional display media, according to the latest data from Nielsen Ad Intel. Spend on traditional media – which excludes online channels – among the ten largest advertisers rose 5.6% in 2019, taking the total level to above £1bn.
This bucks a longer-term trend for the wider UK advertising market. Data from the AA/WARC Expenditure Report, which are collected via a media survey and are net of negotiated discounts, show traditional display investment fell by an estimated 0.8% in 2019, the fourth year of...