Growth of advertising spending in the United Kingdom (UK) in 2016, by media

Advertising spending growth in the United Kingdom (UK) 2016, by media This statistic shows growth in UK ad spend in full year 2016 on 2015, broken down by media. Spending grew across all media by 3.7 percent in 2016 on 2015. The largest percentage change was for the mobile internet subcategory of internet advertising spending, which was up 45.4 percent in 2016 compared to the previous year. Overall internet advertising spend also increased compared to 2015, with a growth of 13.4 percent.
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Percent change
Total UK adspend3.7%
Internet13.4%
Internet (of which mobile)*45.4%
Cinema8%
Direct mail**-10.4%
Magazine brands-6.8%
Magazine brands (of which digital)*-6.8%
National newsbrands-10%
National newsbrands (of which digital)*4.9%
Regional newsbrands-13.2%
Regional newsbrands (of which digital)*-13.2%
Out of home4.5%
Radio5.4%
TV0.2%
TV (of which broadcaster VOD)*12.6%
TV (of which spot advertising)*-0.5%
Percent change
Total UK adspend3.7%
Internet13.4%
Internet (of which mobile)*45.4%
Cinema8%
Direct mail**-10.4%
Magazine brands-6.8%
Magazine brands (of which digital)*-6.8%
National newsbrands-10%
National newsbrands (of which digital)*4.9%
Regional newsbrands-13.2%
Regional newsbrands (of which digital)*-13.2%
Out of home4.5%
Radio5.4%
TV0.2%
TV (of which broadcaster VOD)*12.6%
TV (of which spot advertising)*-0.5%

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Description Source More information
This statistic shows growth in UK ad spend in full year 2016 on 2015, broken down by media. Spending grew across all media by 3.7 percent in 2016 on 2015. The largest percentage change was for the mobile internet subcategory of internet advertising spending, which was up 45.4 percent in 2016 compared to the previous year. Overall internet advertising spend also increased compared to 2015, with a growth of 13.4 percent.
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Release date
April 2017
Region
United Kingdom
Survey time period
2016 on 2015
Supplementary notes
* The indicated spending categories are sub-categories of main advertising media.
** Direct mail data for 2013 have been supplied by Royal Mail according to its new methodology.

Additional information: Broadcaster VOD, digital revenues for newsbrands and magazine brands and mobile advertising spend are also included within the internet total of £7,223m, so care should be taken to avoid double counting. Radio includes branded content. From Q1 2015, the IAB has included spend for outstream/in-read video for the first time. This amounted to approximately £32m in the first half of 2015.

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