After a 2019 that has not given the best figures in UK’s TV advertising, with a fall of 2.3%, the projections for 2020 show some growth. This according to a report called “This Year Next Year”, generated by the global media buying agency GroupM.
Research also indicates that advertising in the United Kingdom increased by 7.8% in 2019, reaching 22 billion euros. One of the most important reasons for this growth is due to the massive investment of digital companies in traditional media, in order to reach a wider audience.
Giants of the 2.0 atmosphere like Facebook, Amazon, Netflix, Alphabet, eBay, IAC, Uber and Booking.com, are the companies that have contributed the most to such growth, indicating that by 2021, digital companies will invest 74% of revenue in all UK advertising. Extending further, it is expected that by 2024 the figure will increase to 25 billion euros in addition to the total amount of 2019.
There are different factors that would influence this growth, such as the socioeconomic instability of the region, more specifically Brexit - United Kingdom leaving the European Union - a variable that led companies to protect their cash reserves over any ad strategy and act more cautiously during 2019. Other variables that affected the UK television market in 2019 were the regulation of advertising in betting events, more specifically horse racing, which rather than causing losses, led companies to redirect their purchases on TV.
GroupM’s report also pointed out that England's television market is expected to accumulate 4.4 billion between 2019 and 2020, the total income of 2019 is estimated at 19.9%, compared to 21.9% in 2018 and a not very favorable 18.6% in 2020.
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