UK market research and advertising jobs 2022

Based on employment data collected in the United Kingdom (UK), in the fourth quarter of 2022, there were a total of 192 thousand individuals working in advertising and market research. In general, the number of women working in this industry was higher than the number of men. However, the number of men was higher for self-employed advertising and market researcher specialists.

Revenue: market research vs. advertising

Despite its significance, market research still makes up a small share of the overall industry revenue in the United Kingdom, attesting to the immense profitability of the advertising segment. By 2022, it accounted for 11 percent of the entire segment’s revenue, and this is expected to continue to 2024 even as overall earnings rise.

Internet advertising on the rise

On the other hand, advertising has always brought in the largest revenue and its growth is by and large due to online marketing. In fact, while advertising spend for a majority of channels in the UK has either entered a slow decline or remained the same, spending on internet advertising surpasses 10 billion British pounds. This is largely in line with the rise of device and smartphone ownership, as well as the growing popularity of online video-on-demand services.

Number of advertising and market research jobs in the United Kingdom (UK) from 1st quarter 2009 to 4th quarter 2022, by gender and employment type (in 1,000)

Characteristic	Total employee jobs**	Male employee jobs**	Female employee jobs**	Total self-employed jobs	Male self-employed jobs	Female self-employed jobs
Dec 22	192	95	97	36	19	18
Sep 22	186	95	91	27	13	14
June 22	182	94	88	37	14	22
Mar 22	173	90	83	31	19	13
Dec 21	169	88	81	31	20	11
Sep 21	175	92	84	36	24	12
June 21	172	91	81	41	31	10
Mar 21	150	80	70	35	25	10
Dec 20	146	80	67	33	20	13
Sep 20	139	73	66	32	23	9
Jun 20	155	76	79	35	20	15
Mar 20	167	84	83	43	27	16
Dec 19	161	79	82	36	17	19
Sep 19	161	79	82	38	15	23
Jun 19	156	79	77	40	21	19
Mar 19	153	78	76	42	19	23
Dec 18	167	86	81	33	16	17
Sep 18	161	80	81	29	12	17
Jun 18	159	81	78	31	15	15
Mar 18	166	84	82	38	21	17
Dec 17	167	86	81	44	21	23
Sep 17	169	86	83	44	19	25
Jun 17	166	86	80	41	18	23
Mar 17	168	90	78	36	18	18
Dec 16	173	91	82	38	19	19
Sep 16	169	90	79	40	19	21
Jun 16	175	93	82	40	26	14
Mar 16	178	96	82	49	28	21
Dec 15	179	95	84	49	30	19
Sep 15	180	95	85	47	29	18
Jun 15	168	87	81	40	21	19
Mar 15	169	89	80	40	26	14
Dec 14	157	81	75	37	22	15
Sep 14	158	82	76	31	18	13
Jun 14	162	84	78	34	18	17
Mar 14	162	84	79	33	17	16
Dec 13	171	82	89	32	19	13
Sep 13	175	83	92	34	18	16
Jun 13	161	77	85	29	18	11
Mar 13	160	81	80	26	16	11
Dec 12	162	89	73	32	19	13
Sep 12	163	86	77	32	20	12
Jun 12	166	84	82	36	23	13
Mar 12	165	83	82	32	16	15
Dec 11	145	70	75	24	14	9
Sep 11	147	72	76	34	19	14
Jun 11	153	74	79	35	15	20
Mar 11	156	77	79	27	12	15
Dec 10	150	73	77	32	19	13
Sep 10	150	74	76	30	19	12
Jun 10	143	70	73	28	19	9
Mar 10	145	76	69	28	17	11
Dec 09	148	76	72	31	16	14
Sep 09	144	73	71	25	13	12
Jun 09	144	71	72	20	10	10
Mar 09	146	72	74	21	10	11

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Release date

March 2023

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Region

United Kingdom

Survey time period

Q1 2009 to Q4 2022

Supplementary notes

The figures were not seasonally adjusted.
** These categories (employee jobs total, male and female) do not include self-employed jobs. Data on self-employed jobs come from another publication by the same source.

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