It's official - Facebook is the biggest TV advertiser in UK

If you think TV is a long gone business, think again.  TV adspend in the UK tops £5 billion and Facebook was the biggest advertiser.

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Having enjoyed strong growth for six consecutive years, TV adspend exceeded £5 billion mark for the first time, showing a 7.4% YoY growth, which outgrew the total UK advertising market.

 

Surprisingly, the comeback of TV was in fact contributed by the heavy investment from online sector, which is now the second-biggest spender for TV. 

 

Facebook, the world's largest social media giant with 1.44 billion monthly active users, is not limiting itself in the digital world. With its first ever TV campaign - Friends - that was launched in Feb 2015, Facebook spent £10.8 billion on TV advertising in 2015, and therefore it was, officially, the biggest TV advertiser of the year as according to the TV trade body - Thinkbox's report. 

 

Facebook was not the only one appreciates the power of TV, it was followed by online gaming company called Machine Zone, which spent £6.6 million, and online estate agent Agent Mutual Ltd, which spent £5.9 million on TV alone.  

 

Other companies like Google and Netflix also invested 60% of their adspend on TV, summing up to a tremendous amount of £500 million investment from the online sector, a smashing 14% YoY increase.  

Online businesses in particular recognise the impact TV advertising has and have significantly increased their investment recently. This is something we expect to continue in 2016.
— Lindsey Clay Chief Executive of Thinkbox

Overall, the robust growth of TV adspend was driven by the incremental flexibility of TV advertising formats, which is no longer limited to linear TV spot, but also reaching out sponsorship, product placement and VoD platforms. 


 

 

 

 

Carol Chan

London