TV advertising revenue in the UK increase by 2.2% last year to reach record levels, according to Thinkbox.
TV advertising revenue grew to £4.36bn in 2011, and is expected to have outperformed the total UK advertising market, which was predicted to have grown by around 1.5%.
2011 saw 887 new or returning TV advertisers, having either used TV for the first time, or returned to TV advertising for the first time in five years. This included companies such as Google, Avios, Asics, Majestic Wine and Unum.
New and returning advertisers accounted for 2.6% of total TV advertising revenue, according to Nielsen Media Research data.
The highest spend on TV was by the retail industry, according to Nielsen Media Research, followed by Entertainment and Leisure.
Meanwhile, record TV viewing figures, with the average viewer watching four hours and two minutes of linear TV a day last year, also saw an increase in the number of TV adverts viewed.
Tess Alps, chief executive of ThinkBox, commented: “This is an encouraging performance by commercial TV, especially as it follows the market-leading 16% revenue growth seen in 2010 and was achieved during uncertain economic times. The strength of linear TV advertising investment reflects commercial TV’s record viewing and the further acknowledgement by advertisers of the evidence of its unrivalled ability to create business profit. And it’s worth noting that, in addition to these revenues, TV is also driving one of the fastest growing parts of online advertising through TVOD.”
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