Online businesses help drive record investment in TV | WARC | The Feed
You didn’t return any results. Please clear your filters.
Online businesses help drive record investment in TV
During 2021, online businesses in the UK increased their investment in TV by 21%, helping drive record figures for the medium.
All major advertising categories increased their TV investment in 2021, but the largest increase came from ‘online-born businesses’ – businesses that began online, with no prior bricks and mortar presence. This trend was driven by a pandemic-led boom in e-commerce coupled, says industry body Thinkbox, with TV’s ability to drive immediate growth in web traffic and long-term brand fame
- TV advertising investment in the UK rose 24% in 2021 to a new record of £5.46bn (the previous high was £5.28bn in 2016). This includes all investment in all forms of TV advertising, linear and on demand.
- Online-born businesses invested £1.12bn in TV, an increase of 42%.
- The largest-growing sub-category within this was Food Delivery / Food Subscription (TV spending up £58m year-on-year), followed by Online Marketplaces (up £35m) and Finance (up £31m).
- There were 1,286 new advertisers on TV in 2021, up 50% on the pre-pandemic average.
“We should acknowledge that the huge increase in advertiser demand last year, coupled with a return to pre-pandemic viewing patterns, meant that TV’s price increased. This will also have contributed to its growth” – Lindsey Clay, Thinkbox CEO.
Sourced from Thinkbox
Email this content