Observed Signal · Jul 30, 2026 · Research Report · Source: VideoWeek · Impact: 3/5 · Sentiment: Positive
TV (linear) Market: UK TV Ad Market Set for Growth After Flat Q1
The Advertising Association and WARC reported that UK ad spend rose 9.3% year‑on‑year to £11.7 billion in Q1 2026, prompting upward revisions to 2026 and 2027 forecasts. While digital channels such as retail media, social media and search saw double‑digit or strong growth, linear TV remained broadly flat despite a 15.5% rise in addressable TV, with overall TV up only 0.8% in Q1. The forecast expects total UK ad investment to reach £50.5 billion in 2026 (+8.2%) and £53.5 billion in 2027 (+5.9%), with TV predicted to grow 3.7% in 2026 and 3.0% in 2027, partly anticipating uplift from the FIFA World Cup. Cinema and some published/other display sectors declined in Q1 but cinema is expected to recover later in the year.
Upward revisions to UK ad market forecasts and strong growth in digital channels (search, retail media, social) materially affect media planning and budget allocation, while TV shows modest recovery—relevant for advertisers, publishers and media buyers.
Key Takeaways & Evidence Grounding
- UK ad spend rose 9.3% year‑on‑year to £11.7 billion in Q1 2026, per the Advertising Association and WARC Expenditure Report.
- Addressable TV ad spend increased 15.5% in Q1 2026, with total TV up 0.8% in the quarter.
- Search attracted £4.6 billion in ad investment during Q1 2026 and remained the largest market share.
- Retail media (+17.9%), social media (+17.7%) and out‑of‑home (+15.0%) saw double‑digit growth in Q1 2026.
- The Advertising Association and WARC forecast total UK ad investment to reach £50.5 billion in 2026 (+8.2%) and £53.5 billion in 2027 (+5.9%), both upward revisions from April forecasts.
Connected Companies & Entities
2 Entities mappedAdvertising Association
UK advertising trade body for advocacy, coordination and industry programmes.
“UK ad spend rose to £11.7 billion in Q1 2026, according to the latest Expenditure Report from the Advertising Association and WARC....”
WARC
Subscription marketing intelligence for marketers and media planners.
“UK ad spend rose to £11.7 billion in Q1 2026, according to the latest Expenditure Report from the Advertising Association and WARC....”
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