Performance formats drew over 60% of UK ad spend last year, on course to reach two-thirds by 2025

Full-year 2023 data for the UK market from the AA/WARC Expenditure Report.

The latest AA/WARC Expenditure Report, published this week, shows that search and social media – widely regarded as ‘performance’ formats – accounted for 60.5% of all UK advertising spend last year, with a combined value of £2.2bn. 

This share rises to 62.2% when excluding direct mail from the total, and is forecast to reach almost 66% by that measure come 2025.

Last year’s recorded share represented an increase of 3.8 percentage points (pp) from 2022, the largest annual rise since the COVID-impacted year of 2020, when share for performance formats leapt 8.2pp. Further, last year’s increase was just...

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