Comparison sites and Amazon boost spending on the small screen – but Google and Facebook cut campaigns
Digital businesses- online-only companies such as Amazon and traditional firms promoting online services – spent a record £639m on TV ad campaigns in 2016 to become the biggest-spending group of advertisers on the small screen.
Traditional media such as newspapers and magazines have been hit hard by advertisers switching their campaigns to online platforms such as Google and Facebook. However, spending on TV campaigns by online businesses climbed 8% last year, pushing the category above food spending, which fell by 10% to £627m.
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