The Media in Figures: Television advertising

TOTAL TV advertising revenue in the UK increased by 3.5 per cent in 2013 to reach a new record high of £4.63 billion, according to ‘full-year revenue figures’ provided to the marketing body for commercial TV in the UK, Thinkbox, by the UK commercial TV broadcasters.

Says Thinkbox, here, this is the fourth consecutive year that TV ad revenue has grown in the UK.

Continued Thinkbox, its headlines included:

737 new or returning advertisers on TV

There were 737 new or returning advertisers to TV in 2013 (returning after no TV advertising for at least five years). Notable new investors were Holiday Inn, Vitabiotics and Ricola. Together, new or returning advertisers accounted for two per cent of total TV ad revenues, according to Nielsen data.

TV advertising is better value

TV advertising prices in 2013 were the cheapest in real terms on record, some 38.5 per cent cheaper than 20 years ago.

Most watched TV ads in 2013

According to data from The Broadcasters’ Audience Research Board, the top three most viewed advertisers on TV in 2013 were DFS, Currys PC World and Aldi.

Record ad viewing

Commercial impacts (the number of TV ads watched at normal speed) during 2013 were up 1.6 per cent on 2012, and have grown by 10.4 per cent over the last five years. The average viewer watched 47 ads a day – this is four ads more a day than five years ago. Collectively, the UK watched an average of 2.8 billion ads a day in the first half of the year.

Source: Thinkbox, March 7 2014.