Digital’s share grows to 74% of UK advertising spend

Posted on Thursday 16 June 2022 | IAB UK

Get a snapshot of the UK advertising market by media sector, using IAB UK/ PwC Adspend and AA / WARC expenditure data

Released in April, our 2021 Digital Adspend full year results show that the digital advertising market in the UK grew by 41% last year to a total of £23.5 billion. The report, produced with PwC, found that digital ad spend grew across the board with the total market up 33% excluding the industry’s five largest companies.

To put Adspend results in context and deliver a broader picture of spend across the industry, we have now drawn on Digital Adspend results in conjunction with AA /WARC Ad Expenditure data to chart spend across media sectors. The key takeaways are:

  • The total UK advertising market was worth £31.92bn in 2021, with digital accounting for £23.5bn of spend
  • Total UK ad spend grew by 34.3%, with digital growing by 40.5%, second only to cinema.
  • Digital advertising’s share of the total ad market now stands at 74% , with paid search making up the majority of this (37%), followed by digital display (31%).

You must be a member of the IAB UK to view this content. If you are not a member you can find out more here.

Written by



Related content

Coloured blocks

Surge in CTV & podcast spend as advertisers tap into popularity of online entertainment

Learn more

Digital advertising’s share of market hits 75%

Learn more

AA/WARC: Total UK ad spend up 8.8% in 2022 to £34.8bn

Learn more
Computer screen displaying report

AA/WARC: UK ad market to reach £36bn but growth will slow

Learn more

Rediscover the joy of digital advertising

Champion connections instead of clicks. Capture audiences' imaginations, not just their attention. Boldly move to your own beat instead of letting tech set the pace. It’s time to rediscover the joy of digital.