The talk may be all about the growth of digital, but the latest figures from Thinkbox show there is plenty of life left in TV advertising yet.
TV ad revenue in the UK increased for the fifth consecutive year in 2014, up 6% to a record high of £4.91bn.
That number includes all the money invested by advertisers in commercial TV – linear spot and sponsorship, Broadcaster VoD and product placement – and is based on data from Nielsen.
And there’s no stopping it just yet – the Advertising Association/Warc expects TV ad revenue to grow by 5.5% in 2015.
A key driver in the latest figures is the growing investment from online brands such as Google, Amazon and Netflix.
This category forms the second biggest spending category on TV, doubling investment since 2010 to over £400m.
Lindsey Clay, chief executive of Thinkbox, said: “This is the fifth consecutive year that TV advertising revenue has increased in the UK. Confidence in TV advertising reflects its unrivalled ability to create business profit and sales.
“It is also a testament to the brilliant content invested in by the UK broadcasters and the unique qualities of TV as a medium.
“No other form of advertising can do what TV does. And, as TV viewing evolves to become more flexible for viewers, this is opening up new opportunities for brands to harness its power.”