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In the UK, search’s saving grace was strong growth in ecommerce Download Share Search had a challenging time during the pandemic. Spend grew just 5.3% to £7.34 billion ($9.41 billion) in 2020, down from 17.7% the previous year and significantly down on our pre-pandemic estimate of 12.2% growth. However, this latest forecast is a reversal on our interim August 2020 estimate, when we expected a decline of 1.7% for the year. Travel spending is predominant in search, so 2020 was likely to be a rocky year for the format. Our ad spend by industry forecasts from August last year were already painting a bleak picture for the travel sector a 36.7% decline in digital ad spend in 2020 and our update later this year is unlikely to contain any significant upticks.

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