Largest advertisers buck trend and pivot back to brand

An overview of advertising expenditure on traditional media in the UK among the top 10 advertisers between 2018 and 2019.

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...

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