The advertising industry is contributing more to the UK economy than ever before, according to a report from the Advertising Association’s Credos think tank.
The ‘Advertising Pays 2025’ report reveals that 3.5 million businesses spent an estimated £66.6 billion on advertising – including £42.6 billion on media, £7.4 billion on agencies and production, and £16.6 billion on marketing professionals – in 2024. On average, £1 spent on advertising now generates a profit ROI of £4.11 for medium-large businesses and £1.89 for micro-small businesses.
Furthermore, advertising and marketing now supports 5% of UK employment – representing 1.7 million jobs across the UK, and a £42.6 billion investment. Interestingly, 60% of those jobs are now based outside of London, with the North West (12%) being the largest hub outside of London, followed by the South East (11%) and Yorkshire and Humber (8%).
The research also found that advertising and marketing industries are experiencing a record amount of growth, now contributing £109 billion of gross value added (GVA) to the UK economy in 2024, representing 4% of total UK GVA.
“Advertising Pays 2025 reflects on the first quarter of this century and shows the full scale of advertising’s value to the UK’s changing economy,” said Dan Wilks, Director at Credos. “This report not only demonstrates advertising’s economic impact, but its unique position within the creative and professional services, contributing a record amount of GVA towards the UK economy. Advertising Pays 2025 highlights how advertising is continuing to thrive across all mediums, from out of home to social media, to e-commerce. Advertising is increasingly innovative and adaptable, and our industry’s world leading creative talent is proof of this.”
Aside from here at home, £17.9 billion worth of UK advertising services were exported in 2024 – second only to the US. And the UK’s share of ecommerce in retail sales of goods (30%) is the highest in the world, ahead of the US (24%).
Meanwhile, the influencer market – which was estimated to be worth £828 million in 2023 – is anticipated to reach £1 billion in the UK by 2026.
“This new Advertising Pays report contains a valuable set of messages for us all to share about what our industry contributes and provides many answers to those who ask what value the advertising industry brings to the UK,” said Andria Vidler, Advertising Association President. “To my mind though, these messages not only serve as a baseline to grow from, but they can also be used as a springboard for action to go further and help more businesses and organisations to grow sustainably, to support growth, jobs and exports, all for the long-term.”
