IAB Digital Adspend

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

£26.1 bn - total UK digital market in 2022
Latest Adspend results

Digital Adspend 2022

The latest IAB UK and PwC Digital Adspend study looks at digital advertising spend for 2022. 

The study shows that the digital advertising market grew by 11% last year to a total of £26.1 billion. 

Download the full report now for topline takeaways, formats in detail and sector breakdowns. Our Adspend Analyser tool has been updated with the 2022 study's figures so you can create insightful, up-to-date charts.

Digital ad spend resilient in face of challenging 2022

Read more about the results from our 2022 Digital Adspend report, including comments from IAB UK CEO, Jon Mew.

Video demonstration of the adspend analyser

Explore 2022's Digital Adspend results

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.

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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8 things you need to know

After a topline breakdown of 2022's digital ad spend? Check out the key takeaways from this year's report.

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Breakdown by sector

Explore our topline breakdown of 2022's Adspend results with sector specific insights.

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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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Share of media 2022

Take a look at our snapshot of UK media using IAB / PwC Adspend and AA / WARC data.

Adspend report contributors

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

JPI Media Publishing
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Digital Adspend H1 2022

Digital Adspend H1 2022

Our latest Adspend findings, produced with PwC, show the UK digital ad market grew 15% year-on-year with £12.5bn spent on digital ads in H1 2022. Mobile continues to account for the majority share of the market (57%), though non-mobile grew more significantly,up 38% year-on-year. Dive into the report now for a further breakdown of the findings.

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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.

Why digital advertising works

Discover why digital advertising is effective for reaching your customers and building brands.