Digital Adspend

IAB / PwC Digital Adspend Study

The IAB has measured the size of the digital advertising market in the UK in conjunction with PricewaterhouseCoopers (PwC) since 1997.

UK media owners submit digital advertising revenue figures confidentially to PwC who then analyse the submissions and produce aggregated data that shows the size of the UK digital advertising market. Any gaps in the data are filled by the work of the Digital Adspend Advisory Board, which includes the major agency groups, and provides estimated figures for any major media owners that do not submit figures directly to the study.

In addition to figures for the total market, the results show the value of digital advertising by type of advertisement - e.g. display, search and classified, advertising format - e.g. banners, pre-roll video and content / native distribution and advertiser sector  - e.g. consumer goods, finance and retail. It’s also possible to use the results to identify long term trend data and to establish the market share of digital advertising in the UK market by using the results with the WARC / Advertising Association figures for other media.

Results are released twice a year – in the autumn for the first half of the year (e.g October 2015 for H1 2015) and in the spring for the full year (e.g. April 2016 for Full Year 2015).

The IAB / PwC Digital Adspend results have tracked substantial changes and growth in the UK digital advertising market – changes over the last ten years are summarised in this short video.

Latest results


IAB Europe ADEX Benchmark H1 2015

The IAB Europe AdEx Benchmark report is a comprehensive perspective of online advertising spend across Europe. This is an update of the full year study to provide nearer-term data on 2015 trends and help the understanding of and decision-making in the European online advertising market.

Member only downloads

IAB Europe AdEx Benchmark H1 2015.pdf793.6 KB

H1 2015 Digital Adspend Results

These are the IAB’s digital advertising spend figures, which include online, mobile and tablets, showing details for H1 2015. Digital advertising in the UK was worth £3.975 billion in H1 2015, up 13.4% on a like for like basis from £3.507 billion in H1 2014.

Member only downloads

h1 2015 IABPwCDigitalAdspend_with WARC_FINAL.pdf5.14 MB