UK Ad Spend Rises 9.7% in Q3 2024: Goodstuff Experts Weigh in

In Q3 2024, UK ad spend skyrocketed to ￡10.6bn, smashing expectations despite the tough economic climate, according to the latest report from WARC and the Advertising Association .

The standout channels driving this surge were online search, up 12.6% YoY, and online display, which soared by 15.2%. Out-of-home, radio, and direct mail also played key roles in boosting growth. However, TV, national newsbrands, and cinema faced declines.

The sectors leading the increase in ad spend were financial services and consumables, including household FMCG, cosmetics, food, and drink, all of which feature heavily in our client roster here at Goodstuff. So, we asked some of our experts for their thoughts on these findings and how they might impact the media and advertising landscape in 2025:

David Carpenter , Managing Partner, Investment, shared "Whilst on the surface of things, the strong growth we have seen in UK ad spend may be at odds with the general economic conditions experienced in Q3 2024, in truth, it isn't entirely unexpected. In this period, you had the UK general election, with parties using digital to circumnavigate the media blackout rule applied to broadcast and radio on election day (read this article to find out more).

Furthermore, you also had major sporting events in both Euro 2024 and the Olympics, the latter of which, being on the Beeb, meant brands increasingly looked towards digital platforms to create brand links to the world’s greatest sports stars.

It will be interesting to see how advertisers react in 2025, a fallow year in terms of major summer sporting competitions—excluding the burgeoning space of women’s football, which will be hosting the 2025 Euros in Switzerland this summer.

This, plus macro factors of continued investment in social platforms and increased investment in retail media, meant that Q3 2024 was one to celebrate for the industry."

Izzy Rhys-Davies , Managing Partner, Client Services: "With the continued growth of retail media, it’s no surprise that household FMCG brands are leading the pack in ad spend. With ad investment in the category surging by 21%, this highlights the competitive landscape, where sustained spend is key to maintaining share—not just in the digital space, but also through high-impact offline touchpoints, which are imperative for brand visibility and salience in a notoriously low-interest category.

However, there is significant uncertainty on the horizon for our FMCG clients, reflected in regulatory decisions that currently lack clarity. Brands need agility in media planning, and with the potential for a complete digital block and a post-9pm window on TV, creative and inventive media thinking remains imperative."

Paul McGee , Head of Video Planning: "TV spend in Q3 2024 likely suffered as brands pulled budgets forward to Q2, which saw a 9% increase.

However, broadcasters will be buoyed by the continued strong growth of their BVOD services, which are set to be the fastest-growing channel next year. Brands are clearly cognizant of the importance of premium, high-attention big-screen viewing and are now able to take advantage of greater addressability and improved measurement. The TV experience remains key for brands not just to reach audiences but also to build an emotional connection with them, and BVOD's growth highlights how important this continues to be.

Additionally, growth in cinema suggests that brands are becoming increasingly confident in the channel."