UK Brands Underinvest £32 Billion in Ads, Doubling Spend Remains Profitable

This study challenges the prevalent focus on short-term performance channels by demonstrating significant underinvestment in brand advertising. For streaming platforms and their ad tech partners, this suggests a substantial untapped budget opportunity, particularly from brands hesitant to commit more in a volatile economy. The findings advocate for media plans that front-load longer-term channels like linear TV and CTV, impacting how ad inventory is valued and sold. Stakeholders should monitor if this research shifts advertiser budget allocations in the coming year, specifically tracking increases in brand-focused media spend on premium video platforms.