TV advertising revenue growth stalled last year as traditional broadcasters continue to lose ground to streaming services.
Overall revenue totalled £5.11bn in 2018, equal to the amount invested during the previous year, according to figures from industry body Thinkbox.
Read more: Advertising outlook clouds picture at ITV
Research released earlier this year by marketing consultancy firm Ebiquity forecast a decline in TV ad viewing among adults of 15 of 20 per cent by 2022.
ITV, which has teamed up with BBC to launch a new competitor to Netflix called Britbox, last month warned of sliding advertising revenues.
But the industry-wide investment in ad campaigns is an improvement on 2017, when revenues fell 3.2 per cent year-on-year.
Thinkbox chief executive Lindsey Clay said: “TV advertising put in a strong performance in 2018 given the challenging economic environment.
“TV is a trusted, high quality environment for brands, and we are seeing signs of money moving back to TV from lower quality online environments which can’t guarantee a safe environment for brands.”
Online businesses remain the largest investors in TV advertising, contributing £760m last year, according to the figures, and in a vote of confidence in the sector, tech giant Amazon ramped up its TV ad spend by 21 per cent last year.
Nic Pietersma, business director at Ebiquity, said: “TV still offers the highest return on investment among brand building media because it provides cost-effective reach in a quality environment.
“However, as our latest report pointed out, we expect to see headwinds over the next five years as changing viewer habits impact both ad delivery and reach.”