UK OOH adspend grew by 2.0% during the final three months of 2016, compared to the same period in 2015, with full-year adspend rising for the sixth consecutive year in 2016. This rise was supported by a 22.7% rise in digital ad expenditure. OOH adspend in 2016 reached £1,106 million ($1,427 million) which represented a rise of 4.5% when compared to 2015. Forecasted adspend for DOOH for 2017 is a rise of 3.4%, and a further rise of 2.3% for 2018.
TV adspend was boosted by 12.6% growth in VOD revenues, recorded a new high of £5.3 billion ($6.8 billion) in 2016, with TV’s share holding steady at 25% over the last decade. Total TV spend is expected to dip this year, before the losses are regained in 2018.
Overall growth in UK advertising expenditure remained steady in the third quarter of 2016, following the June referendum on Brexit. Adspend for the last quarter of 2016 was £5.8 billion ($7.5 billion), which was the highest grossing quarter on record, and represented a rise of 3.9% compared to the same quarter in the previous year. Forecasts for the next two years indicate continued growth of 2.5% in 2017 and 3.3% in 2018.
UK Adspend
