Spend up a third as online brands break into UK’s top travel advertisers on TV

Official industry data on travel television advertising in the UK has shown how online players have made a significant impact on the market in the first six months of 2014.

According to data compiled by Neilson and seen by Travolution, overall spend is by up a third (33%) with the likes of Skyscanner, booking.com and Lowcost Holidays featuring as significant players.

The figures cover the January to May period in 20014 compared to the same six months in 2013 and reflect a considerable uplift in travel brand advertising on UK television from online firms.

Booking.com’s first ever above the line brand campaign in the UK saw it take a 10% share of voice ahead of another debutantes Skyscanner, with 4%, and Lowcost Holidays’ on 7%.

The rise of these pure play online advertisers came at the expense of more established names like Thomson, on 18% down from 20%, although sister brand First Choice was up from 7% to 10% and Virgin Holidays, 12% in 2013 compared to 5% in 2014.

Thomas Cook’s share also fell from 8% to 6%, although its accommodation only brand was among the top spenders in 2014 with 3%, and Trivago was down from 22% to 17%.

Other notable absentees from the top spenders list this year included KAYAK, and ebookers, while On The Beach appeared with a 1% share of voice.

Expedia increased its share of voice from 7% 10 11% while sister brand hotels.com remained static on 4% (5% 2013), as did lastmiute.com and Travelsupermarket, both on 3% in 2014.

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