Amazon becomes third-biggest spender in TV advertising

Charlie Spargo's picture

Data show that online businesses are increasingly pouring money into television ads, with Amazon moving into third place in ad spend in 2018.

Amazon spent 21% more in 2018 than the previous year, paying £60 million for the privilege, behind P&G - with an investment level worth a stunning £169 million - and Reckitt Benckiser (RB) on £79 million. RB is best-known for brands including Dettol, Strepsils and Gaviscon.

Total TV ad spend managed to remain absolutely stable at £5.11 billion last year, bolstered by the spending of online companies which make up the largest category of advertising buyers. The sum includes broadcast TV spot and sponsorship, broadcaster video on-demand, addressable TV, interactive TV advertising, and product placement.

As well as Amazon, funding from high-profile names like Google, Just Eat and Trivago to name just a few saw total ad spend from online companies rise 7% year-on-year to £760 million.

The data, which was collected by Thinkbox, also showed that average cost per thousand for TV ad views was £5.13 - a 1% increase year-on-year. On the other hand, TV advertising is 21% cheaper than it was a decade ago.