닐슨, 2021년 광고 수치 발표

London, March 2, 2022: Nielsen (NYSE: NLSN) has revealed advertising spending in the UK experienced strong growth in 2021, with TV advertising clearly standing out at its highest level since 2013.

닐슨 Ad Intel data shows the U.K. Media economy’s rebound is fueled by a 20% lift overall, following a 17%* decline in 2020, as the COVID-19 pandemic resulted in media spend shrinkage.  Businesses stepped up their recovery plans coming out of the pandemic, with Computing, Retail, Travel & Transport, Entertainment & Leisure and Finance all recording significant spend increases compared to 2020. 

한 해를 돌아보며 - 빠른 사실과 의견:

• Nielsen ad spend figures show that, recovering from 2020, media ad spend across TV, radio, press, cinema, outdoor was £8.48 billion in 2021.  

• TV ad spend was up 26.1% to £5.5 billion, a high since 2013, with its effective high levels of engagement and influence for advertisers.   
• 라디오 recorded a similar strong growth of 21%, highlighting that it is still very effective. 
• Cinema witnessed a double digit growth, whilst Press continued to decline. Cinema, as one of the worst hit sectors during the pandemic, is on course to its recovery. Ad spend nearly doubled compared to 2020, but is well off its pre-pandemic level of nearly £300m. 
• The 아웃도어 industry had a good year with spend levels at £1.2bn.

• Compared to 2019, TV and Radio ad spends surpassed pre-pandemic levels in 2021. However increased TV and radio ad spend failed to offset decreases in press and cinema. Ad spend on traditional media still lags behind the pre-pandemic level of £9.0 billion in 2019. 
• This increase in TV advertising is no surprise given Nielsen’s 2021 Trust In Advertising Survey found that TV was one of the most trusted sources of advertising messages, with a high 62% of respondents trusting TV product placement somewhat or completely and 59% saying that they will sometimes or always take action after being exposed to TV advertising.

Commercial Director Barney Farmer commented: “The UK’s Media Economy rebound in 2021 was impressive from the pull back in 2020. All Media channels unsurprisingly experienced an up-tick but the increases were significant. TV and Radio’s impressive performance is evidence that these channels of advertising remain a cornerstone of overall media plans for advertisers and the confidence in their ability to reach audiences and deliver value.

"리니어 TV 채널의 높은 광고 수준은 리니어 경쟁에서 벗어나 새로운 광고 고객을 확보하려는 스트리밍 플랫폼이 부상하고 있는 상황에서 리니어 TV 채널의 근본적인 강점을 보여주는 신호입니다. 팬데믹은 사람들이 집에 머물며 시청할 수 있는 완벽한 핑계를 제공함으로써 리니어 TV의 성공에 도움이 되었을까요?"

• Digital Display went from strength to strength during 2021 reporting a significant growth. Amongst which, Entertainment and Leisure, Computing and Finance continue the lead in the digital space, with a combined revenue of over £1 billion. 
• As the pandemic accelerated the fast growth of new advertising and marketing opportunities in digital channels for brands expanded, paid social media spend had a strong finish in 2021, with over £1.1 billion spent in Q4 on Facebook, Instagram and Twitter.
• 디지털 공간에서 펠로톤은 아마존, 이베이와 같은 거대 전자상거래 업체들과 함께 2021년 상위 지출 차트에 극적으로 진입했습니다. 소비자들이 집에 갇혀 지내면서 택배나 홈트레이닝은 편리함에서 필수품으로 자리 잡았습니다.

Commercial Director Barney Farmer commented: “Clearly the pandemic helped tether us to our homes and this is reflected in the rise of sofa-based entertainment and eating from 2020 into 2021. With gyms closed Peloton saw its gap in the market and made a clever play to fill the fitness void with a robust spend in 2021.  It will be interesting to see if they maintain this into 2022 to keep us in a home-based exercise habit. They now have the ‘old’ habits of gym-based fitness regimes to compete with.”

• Travel & Tourism saw significant uplift in spend from players such as TUI, Jet 2, Easyjet, Expedia and Whitbread Hotel Company. Showing a clear desire to break the pandemic shackles and start traveling again whether that be overseas or a UK staycation. Across all traditional media, ad spend on travel & transport increased to £382m, while yoy growth across TV, radio, press & cinema was 31%, with railway, hotels/B&B UK & self-catering categories all recording yoy growth of more than 100%.

Says Barney Farmer: “Humans need to explore and discover, it’s in our DNA. Too much time in one place and mental health suffers as we have seen over the pandemic. It’s easy to understand the up-tick in advertising spend from major holiday or hotel firms – they know we are all desperate to travel again.

“Marketers need to be closely connected with consumers. The pandemic created hybrid behaviors in how we work, shop and live. Consumers expect brands to keep up with the rapid pace.  For marketers, that means mapping every consumer touchpoint and applying a collection of insights to maximise their marketing spends, from TV to digital and beyond.  

"2022년에도 전통적인 광고 채널은 계속해서 소비자들에게 신뢰받는 매체가 될 것으로 예상됩니다. 하지만 유료 소셜 미디어와 인플루언서 마케팅을 포함한 디지털 광고의 지속적인 폭발적인 증가는 구매와 소비에 큰 영향을 미치고 있습니다."