The gross rating point (GRP) of TV ads in the UK is highest on Friday and during the daytime, according to the latest data from Admo.tv. Across the week, nearly one-fifth (18%) of GRPs occur on Friday, while over two-fifths (43%) are in the daytime. This contrasts with Wednesday and the 10pm-6am night period, which account for the lowest shares.

Monday and Sunday are the most popular days in terms of number of spots, both at 17%. However, Saturday is the day when most is spent, accounting for 17% of budgets.

Daytime TV advertising accounts for the largest share of both number of spots (47%) and overall budget (37%). This contrasts with the 6pm-8pm access period, which sees the lowest share of number of spots at 13%, and the night-time period, which accounts for 16% of total budget.

Total TV spot advertising equalled £4.4m in 2018, the third year of consecutive decline amid total market growth for nearly a decade. While advertisers have seen recent success on TV with integrated campaigns, Ebiquity suggests TV may no longer be as reliable in delivering cost effective reach in the next five years.