Search is now the largest advertising medium in the UK, having overtaken TV for the first time in 2017, according to data from the AA/WARC Expenditure Report. Search accounted for 28.5% of all UK adspend last year, up from a share of 25.7% in 2016 and 13.1% in 2008. TV follows with a share of 24.0%, down 2.1 percentage points (pp) from 201 and 3.7pp from 2008. Together, search and TV attract over half (52.4%) the UK’s total annual advertising budget.

The next biggest channels, mobile display (12.7%) and desktop display (8.1%), up 3.0pp and down 0.8pp respectively in 2017, were still some way behind TV. Next in line were online classified on 7.2%, followed by newspapers (inclusive of both print display and classified ads) on 7.0%, out of home (5.6%), radio (3.2%), magazines (2.5%) and cinema (1.3%).