Feeds

Web 2.0 cash wad surge spunked on telly ads in UK

Ad revenues grew in 2011 thanks to Google and chums

Build a business case: developing custom apps

TV advert spending went up in the UK last year, fuelled partly by telly slots bought by web firms that mostly make their money from online advertising.

Goggle-box ad revenue in the country grew by 2.2 per cent to a new record high of £4.36bn. It outperformed the total UK ad market, which only rose by 1.5 per cent, according to research from bean counters at Thinkbox and Nielsen.

The wee bump was helped along by new advertisers, including websites such as Google and Groupon, as well as returning firms that hadn't booked an ad for at least five years. These 887 advertisers boosted the revenue haul by 2.6 per cent.

Google used to refuse to place its own adverts, claiming that its awesome Chocolate Factory rep would maintain its web behemoth status until the end of time. But it's changed its tune in the last few years and started ramping up its marketing spend in all areas, including most recently slots on the telly for its web browser Chrome and Ice Cream Sandwich flagship mobe the Galaxy Nexus.

Mountain View spunked $4.59bn on sales and marketing expenses worldwide last year, including $1.5bn on "advertising and promotional expenses". That ad figure is nearly double the amount spent in 2010 when the Chocolate Factory blew $772m on ads and promotions.

Another of the UK's new advertisers last year, Groupon, pours billions into its marketing - so much so that it usually can't turn a profit.

It will be no surprise to anyone that comparison sites like Confused.com, Compare the Market and Go Compare also upped their contribution to the spend by 21.5 per cent.

Go Compare, with its singing eejit superstar operatic mascot, spent £19.9m on TV ads in 2011; Confused.com parted with £13.7m for its exceedingly long cartoon ads; and Compare the Market dropped £11.2m to help the meerkats of Meerkovo.

It's up for debate as to whether or not these telly ads are worth the investment, but they can get more eyeballs on pages and tempt bargain-hunting folks who are trying to save every last penny in the tough economic climate.

And viewing figures are looking very healthy as people stay home and tune in, rather than going out and spending. The stats matched the record high set in 2010, with the average viewer plonked in front of the box for 4 hours and 2 minutes of linear TV a day, a whopping 28 hours and 14 minutes a week. ®

Build a business case: developing custom apps

More from The Register

next story
Assange™: Hey world, I'M STILL HERE, ignore that Snowden guy
Press conference: ME ME ME ME ME ME ME (cont'd pg 94)
Premier League wants to PURGE ALL FOOTIE GIFs from social media
Not paying Murdoch? You're gonna get a right LEGALLING - thanks to automated software
Online tat bazaar eBay coughs to YET ANOTHER outage
Web-based flea market struck dumb by size and scale of fail
Amazon takes swipe at PayPal, Square with card reader for mobes
Etailer plans to undercut rivals with low transaction fee offer
Caught red-handed: UK cops, PCSOs, specials behaving badly… on social media
No Mr Fuzz, don't ask a crime victim to be your pal on Facebook
US regulators OK sale of IBM's x86 server biz to Lenovo
Now all that remains is for gov't offices to ban the boxes
XBOX One will learn to play media from USB and DLNA sources
Hang on? Aren't those file formats you hardly ever see outside torrents?
Class war! Wikipedia's workers revolt again
Bourgeois paper-shufflers have 'suspended democracy', sniff unpaid proles
prev story

Whitepapers

Endpoint data privacy in the cloud is easier than you think
Innovations in encryption and storage resolve issues of data privacy and key requirements for companies to look for in a solution.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
Solving today's distributed Big Data backup challenges
Enable IT efficiency and allow a firm to access and reuse corporate information for competitive advantage, ultimately changing business outcomes.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.