Link to home page
Link to home

News from the open internet

Streaming

Top U.K. advertisers are seeing TV ad impressions surge — some more than others

A hand watering a streaming remote in a pot like a potted plant.
Illustration by Robyn Phelps/ Shutterstock / The Current

Britain’s leading advertisers made bold bets on TV spend this year.

A recent report from Samba TV reveals that 74% of the U.K.’s top 100 advertisers increased their combined linear and connected TV (CTV) ad spend in the first half of 2025.

The report also shows that 18 of the top 20 U.K. advertisers increased their TV ad impression volume within this period.

These figures come amid economic uncertainty and cautious consumer spending. The takeaway: Top U.K. brands see TV advertising as a strategic tool to seize valuable market share and stay ahead in a slow-growth economy.

Two brands made bigger gains than most

Of the 18 brands that saw increased TV ad impressions, two stood out from the pack.

Delivery service Just Eat stands out, with its ad impressions surging by 324% in the first half of this year. The Just Eat+ campaign tapped into consumer demand for “cost-effectiveness” and “flexibility,” generating positive social sentiment.

Similarly, Specsavers launched a strong offensive. Through trust-building campaigns such as “The Whole Conversation,” the optician grew its ad impressions by 248%.

Some of the other brands that saw impressive bumps in TV ad impressions include:

  • Tesco: 61%
  • Nescafé: 54%
  • KFC: 52%
  • TUI: 51%
  • CareCo: 45%

But the report highlights a stark imbalance when it comes to reach: Half of linear-viewing households, or households that watch the most linear TV in the U.K., account for 91% of ad exposure. The other half of households only saw 9% of linear and CTV ads.

What the reach divide means

The reach divide presents a significant opportunity for brands.

Smarter strategies might come from connecting the dots. By leveraging data, brands can compete on gaining share of voice in well-defined niches, even as large advertisers spend big to saturate the airwaves.

By prioritizing streaming over linear, brands can also lean on enhanced targeting options and gain better visibility into which channels are driving incremental results.

This year, TV wasn’t just a safe bet — it was a growth play. Advertisers who continue to invest in TV will likely lay the groundwork for a dominant finish to the year.

“By combining TV data with contextual signals from the web, advertisers can reach the right audience on TV and also better understand who is in market and ready to purchase,” the report said.