The UK ad market dropped -2 per cent in 2023 YTD (January to May), an improvement from the trends seen in H2 2022, when the market declined -4 per cent YoY, according to new data from Guideline, powered by Standard Media Index (SMI). Digital media, which represented 55 per cent of the share and grew +6 per cent, was the driving force in the January-May 2023 period, with Outdoor also increasing +8 per cent. All other media types showed YoY declines.
In conjunction with the release of this data, Guideline has launched its UK ad spend product, which captures actual media investment from all six major holding groups and the largest independent agencies within the UK, representing more than 90 per cent of the agency market across all media: Digital, TV, Outdoor, Radio, and Print.
“With Guideline established as the single source of truth for ad spend in…
