UK Media & Entertainment Sports - PPC Market Share Analysis February 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Sports category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Market Exposure

Share of Clicks for top 10 UK Media & Entertainment Sports brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month
Domain	Share of clicks
amazon.co.uk	30.55
stanley1913.com	23.57
johnlewis.com	6.08
jdsports.co.uk	5.65
sky.com	4.11
ebay.co.uk	3.9
argos.co.uk	2.15
sportsdirect.com	2.13
selfridges.com	2.1
urbanoutfitters.com	2.07
others	17.69

Amazon.co.uk leads with 30.55% click share, followed by Stanley1913.com at 23.57%. Others collectively hold 17.69%, while JohnLewis.com captures 6.08%.

Market Exposure

Share of Spend for the top 10 UK Media & Entertainment Sports brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month.

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Share of Spend - Last Month
Date	sky.com	amazon.co.uk	stanley1913.com	argos.co.uk	johnlewis.com	selfridges.com	jdsports.co.uk	ebay.co.uk	urbanoutfitters.com	footasylum.com
2025/01/01	2.62%	34.39%	5.72%	2.03%	9.3%	0.68%	8.98%	6.24%	4.41%	3.57%
2025/01/02	11.52%	23.18%	1.18%	4.69%	7.12%	1.2%	8.93%	9.46%	6.19%	3.48%
2025/01/03	0.96%	30.76%	6.64%	1.26%	16.35%	1.32%	3.53%	8.25%	6.8%	3.28%
2025/01/04	1.03%	23.55%	10.46%	4.42%	15.4%	2.61%	5.79%	8.69%	6.71%	3.23%
2025/01/05	1.88%	30.39%	4.03%	2.74%	10.43%	2.28%	1.98%	10.82%	7.68%	2.47%
2025/01/06	1.75%	35.58%	4.71%	2.88%	9.3%	1.57%	0.72%	12.99%	8.06%	3.88%
2025/01/07	3.39%	18.5%	16.91%	0.79%	11.11%	3.18%	5.98%	7.33%	4.08%	3.93%
2025/01/08	2.13%	26.42%	7.87%	5.08%	12.7%	2.63%	3.14%	6.61%	4.02%	2.17%
2025/01/09	1.53%	16.48%	19.46%	3.84%	13.99%	3.98%	6.04%	6.03%	3.99%	3.22%
2025/01/10	12.13%	24.78%	17.74%	2.41%	10.17%	2.93%	3.71%	4.77%	5.14%	2.45%
2025/01/11	3.26%	37.81%	14.96%	0.9%	10.62%	2.91%	0%	1.75%	5.07%	4.88%
2025/01/12	3.57%	40.15%	7.79%	0%	10.17%	2.23%	0.01%	6.61%	9.79%	5.83%
2025/01/13	3.22%	31.55%	14.16%	0.98%	12.74%	3.16%	6.42%	1.9%	5.51%	5.3%
2025/01/14	1.6%	16.68%	14.7%	1.19%	15.25%	1.97%	7.06%	4.42%	2.93%	3.73%
2025/01/15	2.14%	19.38%	12.39%	1.24%	14.18%	2.02%	6.43%	3.43%	4.05%	0.55%
2025/01/16	1.53%	16.48%	19.45%	3.84%	13.99%	3.98%	6.04%	6.02%	3.99%	3.22%
2025/01/21	34.4%	28.68%	8.2%	0.72%	4.98%	2.27%	2.99%	0.72%	0%	0%
2025/01/22	3.68%	32.7%	15.2%	0.89%	5.2%	2.84%	4.59%	2.57%	0%	0%
2025/01/23	2.79%	19.89%	27.26%	0.93%	5.41%	2.96%	5.07%	2.67%	0%	0%
2025/01/24	15.39%	25.35%	12.18%	4.48%	4.1%	3.04%	5.43%	4.49%	0%	1.24%
2025/01/25	2.18%	34.21%	12.5%	1.73%	7.15%	2.79%	6.18%	3.35%	0%	0%
2025/01/26	17.69%	33.99%	10.27%	1.9%	5.59%	3.06%	4.02%	2.76%	0%	0%
2025/01/27	25.63%	28.38%	16.49%	1.47%	4.33%	2.37%	7.91%	2.13%	0%	0%
2025/01/28	10.47%	21.86%	25.88%	4.64%	5.12%	3.17%	8.24%	2.11%	0%	1.96%
2025/01/29	15.76%	27.83%	15.77%	5.09%	4.45%	2.37%	7.19%	4.71%	0%	0%
2025/01/30	19.79%	18.98%	22.47%	2.79%	5.84%	2.42%	5.22%	2.15%	0%	0%
2025/01/31	30.77%	18.6%	16.53%	4.54%	3.17%	2.35%	2.28%	1.59%	0%	0%

In January 2025, Amazon.co.uk consistently led PPC spend, peaking at 40.15 on the 12th. Sky.com saw a significant spike on the 21st, reaching 34.4. Stanley1913.com and UrbanOutfitters.com showed varied trends, while Argos.co.uk and Selfridges.com maintained lower spend levels. The month concluded with Amazon.co.uk maintaining dominance.

Market Exposure

Competitor Count for UK Media & Entertainment Sports

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month.

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Competitor Count - Last month
Date	Competitor Count
2025/01/01	151
2025/01/02	120
2025/01/03	107
2025/01/04	74
2025/01/05	89
2025/01/06	68
2025/01/07	118
2025/01/08	110
2025/01/09	107
2025/01/10	116
2025/01/11	59
2025/01/12	66
2025/01/13	61
2025/01/14	113
2025/01/15	107
2025/01/16	107
2025/01/21	80
2025/01/22	70
2025/01/23	74
2025/01/24	75
2025/01/25	51
2025/01/26	43
2025/01/27	40
2025/01/28	46
2025/01/29	43
2025/01/30	85
2025/01/31	94

January saw fluctuating advertiser numbers, starting at 151 and dipping to 40 mid-month. A recovery to 94 by month’s end highlighted resilience amidst volatility.

Campaign Efficiency

Market Loss & Market Gains for UK Media & Entertainment Sports

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

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Market Loss & Market Gains - Last month
Name	Market Trend
stanley1913.com	7.48%
sky.com	6.65%
ronicorn.com	1.38%
notino.co.uk	1.24%
jdsports.co.uk	0.6%
liverpoolfc.com	-1.23%
footasylum.com	-1.88%
ebay.co.uk	-1.91%
urbanoutfitters.com	-3.26%
johnlewis.com	-5.52%

Stanley1913.com and Sky.com surged with click share gains of 7.48% and 6.65%, respectively. Meanwhile, Johnlewis.com faced a decline of 5.52%.

Campaign Efficiency

UK Media & Entertainment Sports Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

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Date	amazon.co.uk	stanley1913.com	sky.com	argos.co.uk	selfridges.com	ebay.co.uk	jdsports.co.uk	johnlewis.com	onbuy.com	urbanoutfitters.com
2025/01/01	39.76%	4.72%	1.4%	2.9%	0.94%	7.69%	10.77%	7.56%	0.95%	4.72%
2025/01/02	29.26%	0.84%	4.75%	5.92%	1.67%	9.26%	11.71%	6.68%	2.51%	6.68%
2025/01/03	34.78%	5.97%	0.21%	1.76%	1.7%	7.75%	5.15%	14.49%	1.7%	6.82%
2025/01/04	25.29%	8.92%	0.31%	4.86%	3.24%	8.15%	8.17%	14.59%	2.43%	6.48%
2025/01/05	34.56%	3.72%	1.21%	3.72%	2.79%	12.1%	2.79%	9.29%	2.79%	7.43%
2025/01/06	42.06%	3.89%	1.03%	3.89%	1.95%	11.72%	1.05%	6.81%	1.95%	7.78%
2025/01/07	20.08%	14.56%	1.65%	1.11%	4.16%	7.37%	7.44%	9.36%	1.08%	4.16%
2025/01/08	31.16%	6.84%	1.02%	6.02%	3.42%	6.88%	3.45%	11.11%	3.47%	4.27%
2025/01/09	18.57%	16.29%	0.56%	4.3%	5.14%	6.1%	7.81%	13.72%	2.61%	4.29%
2025/01/10	30.43%	15.81%	3.03%	2.41%	3.95%	7.19%	5.59%	9.48%	2.4%	5.53%
2025/01/11	43.71%	12.29%	0.8%	1.37%	4.1%	2.73%	0%	9.56%	0%	5.46%
2025/01/12	49.41%	6.59%	1.22%	0%	3.29%	4.95%	0.01%	8.24%	0%	9.88%
2025/01/13	36.74%	12.25%	1.79%	1.53%	4.59%	3.06%	6.12%	9.19%	0%	6.12%
2025/01/14	17.38%	12.99%	0.33%	1.64%	2.44%	4.93%	8.94%	13.81%	4.91%	3.25%
2025/01/15	19.55%	10.83%	0.98%	1.69%	2.5%	3.45%	9.17%	14.16%	8.51%	4.17%
2025/01/16	18.57%	16.29%	0.56%	4.3%	5.14%	6.1%	7.81%	13.72%	2.61%	4.29%
2025/01/21	42.24%	10.52%	14.17%	1.53%	4.51%	1.6%	4.51%	6.01%	3.02%	0%
2025/01/22	38.08%	13.68%	0.86%	1.54%	4.56%	4.57%	6.08%	4.56%	1.57%	0%
2025/01/23	23.56%	23.28%	0.52%	1.38%	4.11%	4.12%	5.81%	4.11%	2.76%	0%
2025/01/24	32.33%	12.23%	4.14%	5.59%	4.45%	5.56%	5.87%	3.34%	4.45%	0%
2025/01/25	36.78%	10.51%	0.51%	2.63%	3.94%	5.25%	7.88%	5.25%	5.25%	0%
2025/01/26	43.53%	10.05%	4.6%	3.35%	5.02%	5.02%	5.02%	5.02%	0%	0%
2025/01/27	35.85%	17.26%	9.49%	2.66%	3.98%	3.98%	9.3%	3.98%	1.33%	0%
2025/01/28	25.14%	23.04%	2.91%	5.24%	4.19%	3.14%	9.43%	4.19%	3.14%	0%
2025/01/29	33.53%	14.72%	4.76%	6.54%	3.27%	7.36%	9%	4.09%	4.09%	0%
2025/01/30	24.69%	22.53%	5.73%	4.72%	3.76%	3.78%	6.57%	6.57%	0.03%	0%
2025/01/31	24.69%	19.42%	10.23%	6.83%	3.88%	2.97%	2.91%	2.91%	0.03%	0%

Amazon.co.uk’s impression share fluctuated, peaking at 49.41% mid-month. Stanley1913.com saw a steady rise, ending at 19.42%. Sky.com had a late surge, closing at 10.23%. Argos.co.uk’s share increased, finishing at 6.83%. Urbanoutfitters.com maintained stability, ending at 4.29%. Selfridges.com showed consistent performance, closing at 3.88%. Ebay.co.uk’s share varied, ending at 2.97%. Jdsports.co.uk had a strong start, closing at 2.91%. Johnlewis.com saw a decline, finishing at 2.91%. Onbuy.com experienced fluctuations, ending at 0.03%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Media & Entertainment Sports

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

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1
Stanley Cup at Amazon.co.uk https://www.amazon.co.uk/
Low Prices on Stanley Cup — Benefit from Amazing Offers and a Free UK Delivery on Eligible Orders Today! Prime Exclusive Deals. Deals on Top Brands. Shop Today's Deals.
2
Stanley Cup - Winter Sale Is On https://www.jdsports.co.uk › winter › sale
Save Extra In The Sale - Grab Even More Offers With Further Reductions On Big Name Brands. Further Reductions In The Sale - Shop Even More Offers...
3
STANLEY Travel cups | Selfridges https://www.selfridges.com
Shop The Latest Home & Tech At Selfridges. From Cosy Scented Candles To Seriously Good Dining Sets And Much More At Selfridges®.
4
Sky Sports https://www.sky.com › sky-sports › live
All Sky Sports — All Sky Sports, For Just +£22/m. 24 Month Contract. Don't Miss Out, Get It All. Enjoy F1 Action For Just +£22/m. 24 Month Contract. Don't Miss Out On Any GP.
5
Stanley Cups at UO - Winter Sale: Up to 75% off https://www.urbanoutfitters.com › uo
Stay in the know with UO Rewards. Join the community, get 10% off & member-only perks

In the competitive landscape of Google PPC, Amazon.co.uk leads with enticing offers on Stanley Cups, highlighting low prices and free delivery. JD Sports and Urban Outfitters emphasize winter sales with significant discounts. Selfridges focuses on luxury, while Sky Sports promotes exclusive sports content.

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