US and UK TV ad markets – apples and pears

This report analyses the structural and operational differences between the US and UK television advertising markets, challenging the assumption that digital media growth will have identical effects on both sides of the Atlantic. While both regions face steep declines in younger audience viewing, the UK market exhibits higher digital maturity and lower TV adspend per capita. The study highlights that US TV adspend is 11 times larger than the UK, with significantly higher advertising clutter and different regulatory constraints on airtime supply.