TV advertising expenditure in the UK amounted to £5,277m in 2016, according to data from the AA/WARC Expenditure Report. This represents flat (+0.2%) growth from 2015, when total spend amounted to a record-high £5,226m. Total TV adspend had grown in each of the six years prior to 2016. Linear TV (excluding video on demand) is the channel of choice for UK advertisers, attracting 25.8% of total UK adspend. In display-only terms, TV’s share rises to two-fifths (40.2%).
When considering TV advertising expenditure by format in the UK, data show that spot TV accounts...