Introducing
The industry-defining report, Advertising Pays 2025, highlighted advertising's value and contribution to the UK economy, jobs and society. But the story doesn't end there... Advertising Pays: The Success Files brings the economic data to life, spotlighting great work by players across the advertising industry that has helped businesses to innovate, compete, grow their market share and create jobs.
Advertising Pays 2025 revisited...
Advertising powers the economy
Advertising is a vital economic lever - driving UK business growth, supporting jobs and generating £109 bn in GVA in 2024. It delivers significant return on investment for millions of UK businesses, large and small.
A UK-wide industry
Vibrant new creative hubs such as Manchester and Glasgow are attracting and developing world-class talent. This means 60% of the advertising and marketing workforce is now based outside the capital.
Driving SME growth
The rise of ecommerce has accompanied a boom in SMEs. Their spend as a share of advertising has more than doubled in a decade, boosted by new opportunities to reach customers.
Online advertising and ecommerce have grown at pace
In 2023, people in the UK bought over £400 bn of goods and services online. With the dynamic shift towards shopping online, advertising has innovated and adapted alongside people's engagement with the online world.
Funding UK services and entertainment
From world-class sports events in world-class venues, to vibrant arts and culture, the fabric of British life is interwoven with entertainment and services supported by revenues from advertising and sponsorship.
Exporting services to the world
The value of UK advertising exports has more than trebled over the last decade, to £17.9bn. This secured the UK's position as a top global exporter, propelled by our creative talent and ambition.
Showing advertising's contribution to the UK economy through 'The Success Files.'
"The majority of UK businesses rely on what we do. The Government's Industrial Strategy for the Creative Industries launched in July 2025 was just the beginning - and Advertising Pays 2025 is a springboard, not a snapshot. It gives us evidence and credibility. Now, we are joining the dots and explaining how advertising can help any business, large or small, to innovate, compete, grow market share and create jobs.
This series celebrates the craft of advertising and how it is serving customers better, showing creative innovation and the impact across the UK - and how the campaigns featured have improved people’s lives. It is not just about big numbers, but about telling the stories of how the brands have had a positive impact on communities throughout the UK.
Through Advertising Pays: The Success Files, we will share brilliant stories that demonstrate the impact on local business and communities and remind everyone about the importance of advertising to the success of our biggest businesses, here in the UK and around the world."
Andria Vidler, Advertising Association President
To discuss featuring your brand or campaign in The Success Files, please email communications@adassoc.org.uk
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