The UK ad market is still showing strong growth despite wider economic issues with the Advertising Association and WARC forecasting record expenditure of £51.3bn for 2026, up 9.9% on 2025, with Christmas spend expected to jump to £14bn from £8bn last year.
Real numbers show UK advertising increasing 11% to reach £12.3bn in Q2 2026, helped by the World Cup. 6.5% growth is forecast for 2027.
Looking ahead to Christmas and Q4 social media adspend is projected to jump 18.5% year on year, followed by retail media (16.2%) and addressable TV (15.1%). Out of Home should also benefit, rising 7.5% (digital OOH up 9.5%.)
In Q2 retail media was the star performer, rising by 31.2%, followed by cinema, up 24.5%, social media up 22.2%, and OOH 12.7%.
