IAB Digital Adspend

The official measure of the size of the UK digital advertising market

Digital ad market proves resilient with 5% growth in 2020

Get the key takeouts from our 2020 Digital Adspend report, including overall market growth and headline spend trends across sectors.

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Explore 2020's Digital Adspend results

Try the Adspend Analyser to find the data and download the charts you want

How does the Adspend Analyser work?

With this tool, IAB UK members have the flexibility to build charts using over 20 years of Adspend data. Compare formats, devices, environments and more across the years to get the data most helpful for you and your clients.

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Full Results 2020

The latest IAB UK and PwC Digital Adspend study looks at digital advertising spend for 2020.

The study reveals that the UK’s digital advertising market rallied in 2020, following the initial impact of the pandemic, with advertisers spending a total of £16.5 billion across the course of the year, up 5% on 2019.

Download the full report and use our new Adspend Analyser tool to get the data you want.

Jon Mew on this year’s Adspend results

“For now, this is no longer a story of across-the-board, double-digit spend. It’s growth against the odds and, in my view, these results should give great cause for optimism.” Our CEO Jon Mew shares his thoughts on 2020’s Adspend results in a piece for Mediatel.

Extra reading

Understanding the market via our Adspend report is an integral part of our work at the IAB. Here are some extra resources to help you dive deeper into the numbers.

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5 things you need to know

After a topline breakdown of 2020’s digital ad spend? Check out the key takeaways from this year’s report.

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Affiliate marketing

The IAB has worked with its Affiliate members to produce a topline spend report for this market specifically.

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Breakdown by sector

A topline breakdown of 2020’s Adspend results with sector specific insights.

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Media share 2020

Take a look at our snapshot of UK media share based on IAB / PwC Adspend and WARC data.

Adspend report contributors

Members that have contributed to this year’s Digital Adspend study

adcolony
adtraction
adyoulike
Audioboom
autotrader
awin
bauer
bmj
collective
affiliate
condenaste
Connexity
crimtan
deezer
dennis
Dentsu
Disney
esimedia
exponential
ft
future
Global
guardian
Group M
haymarket
Havas Media
hearst
iet
lliffe Media
immediatemedia
impact
incisive
independentmedia
inskinmedia
jpimedia
Magnite
mailmetriomedia
mappmedia
Mediabrands
microsoft
mobsta
newsuk
Octave
OMG
optimise
The ozone project
partnerize
Podfront
Publicis
pubmatic
quantcast
Rakuten
Red Ventures
reach
reversion
rightmove
samba
7stars
sovrn
sublime
tan
teads
telegraph
studentroom
tradedoubler
Trip Advisor
Triton
venatus
verizon
Video Intelligence
xandr
yell
Vevo
banner

About Adspend

The annual Adspend research is the official measure of the size of the UK digital advertising market and has been the official figure used by the Advertising Association since 1997. The research is a census of UK media owners and intermediaries and covers desktop, tablet and mobile spend. The full report, plus access to our Adspend Analyser tool, provided for free to IAB UK members, breaks down the data by Category (display, search, classifieds), Format (banners, video, native etc), Environment, and Industry Sector.

Adspend Advisory Board

The board that oversees the submission of adspend

dentsu
enders
groupm
Havas media
Mediabrands
OMG
Publicis
7 stars logo
pwc
wavemaker

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