The latest AA/WARC expenditure forecast reveals stagnation in UK TV advertising spend amid a broader increase in overall advertising due to digital growth. With traditional media like TV, radio, press, and cinema suffering declines, only 15% of ad expenditure reaches quality content creators. Notably, 90% of younger demographics get news from social media, raising concerns about disinformation. The data emphasizes a shift in viewer behavior, with less than 20% of the 25-44 age group watching linear TV and over half engaging with video-sharing platforms and VOD. Advertisers need to adapt to these trends.
Only 20% of the valuable 25-44-year-old cohort's viewing is to linear or live TV, with over half turning to video-sharing platforms and VOD.
Shockingly, 90% of 16-24-year-olds use online and social media as their main source of news, raising concerns about quality journalism and disinformation.
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