The past couple of years have seen a huge growth in TV advertising spend for our clients. Our experience tells us that if you want to build your brand and drives sales, TV advertising is one of the most effective ways to do it. AJ clients are increasingly seeing this for themselves, with well-executed TV campaigns that move the dial and make a real difference to the bottom line.
TV continues to be a big growth story for our clients. Total TV spend across linear, VOD and CTV grew from £4.5m in 2023 to £6.4m in 2024, before reaching £6.8m in 2025. That’s a 40% jump in 2024 followed by a further 6% increase in 2025 — clear proof that TV remains a powerful channel for building brands and driving demand.
What’s even more exciting is how that growth is evolving. While linear TV still plays a leading role, activity beyond traditional broadcast is expanding fast. VOD spend more than doubled from £312k in 2023 to £720k in 2025, and CTV moved from zero to £140k in 2025, with £193,750 already booked for 2026*. In fact, non-linear TV now makes up nearly 13% of total TV investment, up from under 7% in 2023.
Growth fuelled by evolution
In short: TV isn’t standing still. It’s becoming broader, smarter and more flexible, with brands increasingly combining the scale of linear with the targeting and agility of VOD and CTV. It’s these innovations in the market that enable us to provide bespoke media plans, tailored to meet our clients objectives and they really work. We’ve seen clients starting with cautious test budgets and scaling up quickly when they see the results. And as we’re able to offer new and innovative solutions, clients with already substantial budgets are increasing spend to take advantage of new opportunities. More than ever, there really is a TV advertising solution for every client.
If you’d like to know more about TV advertising at AJ, get in touch. We’d love to talk you through your options. No pressure, no hard-sell, just straightforward advice from an agency with your best interests at heart.