Television ad revenue in the U.K. totaled £5.27 billion ($6.6 billion) in 2016, with online businesses now the biggest spenders on TV, according to full-year revenue figures provided to Thinkbox by the British commercial broadcasters.
According to Nielsen, among the biggest spending online businesses on TV were Amazon (£34.3 million, up 39 percent), Comparethemarket.com owner BGL Group (£38.8 million, down 4 percent) and Moneysupermarket (£25.9 million, up 6 percent).
Together, new or returning advertisers accounted for 1.6 percent of total TV ad revenue in 2016, according to Nielsen. WARC estimates for the Advertising Association indicate that the total U.K. advertising market grew to £21.1 billion in 2016 (up 4.4 percent), with TV advertising representing 25.3 percent of it. The AA/WARC forecast that in 2017 the U.K. ad market will reach £21.8 billion (up 3.2 percent), with TV forecast to increase by 1.6 percent.
Despite some recent inflation in TV advertising prices—due in part to increased advertiser demand and some decline in TV set viewing—in 2016 TV advertising was 28 percent cheaper in real terms than ten years ago.
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