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Expenditure Report  Q4 2023

The most trusted source of adspend data

  • Covers all major media and ad formats
  • Includes adspend by product category
  • Quarterly data back to 1982 and projections for the next two years
  • Data available in Excel format, via bespoke database queries or more than 150 standard tables

Key findings from the Q4 2023 report include:

  • The latest AA/WARC survey data shows that UK ad spend rose 6.1% during 2023, to a total of £36.6bn.
  • Growth was driven mostly by rises in search (+11.9%) and online display (+11.3%) formats which, combined, accounted for three-quarters (75.4%) of all UK ad spend in 2023.
  • Out of home (+9.7%) – buoyed by a 12.2% rise in spend on digital sites – was the only legacy ad medium to record growth last year.
  • The only major product sectors to record rising display ad spend last year were retail (+5.0%) and services (+4.7%).
  • We have largely held our full-year growth forecast for 2024 at +5.8% (-0.1pp since January) and believe that the UK’s ad market will grow by a further 4.5% in 2025, by when it should be worth more than £40bn.

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