UK traditional media ad spend takes a beating in the pandemic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 07, 2020, 8:50 AM UTC

Marketers are turning to Digital as a cost-effective method to reach their audiences.

The pandemic will cause the traditional media ad spending in the UK to fall by 22.6% in 2020, according to eMarketer estimates. This lack of spending will lead to a decline of 7.5% to £21.03 billion in the country’s media ad spend.

With advertisers turning to digital media to reach out to a captive audience, the medium grew marginally (0.3%). But, it was the only format that saw any growth and is expected to increase its share of the UK market to 71.7%.

The two mediums hardest hit by pandemic were Out-of-home (OOH) advertising (down 26.3%) and radio (down 22%). While Ad spending is expected to bounce back next year, it is unlikely to reach pre-pandemic levels.

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