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UK Hospitality Museums & Art Galleries - PPC Market Share Analysis May 2025

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

Market Exposure

Share of Clicks for top 10 UK Hospitality Museums & Art Galleries 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
britishmuseum.org 25.4
tate.org.uk 14.88
nhm.ac.uk 14.67
nationalgallery.org.uk 7.19
hrp.org.uk 6.57
royalacademy.org.uk 2.64
iwm.org.uk 2.56
vam.ac.uk 2.36
barbican.org.uk 2.03
blenheimpalace.com 1.94
others 19.76

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In the competitive landscape of Google’s PPC for the hospitality and museums sector, British Museum leads with a 25.4% click share. Others collectively hold 19.76%, while Tate and NHM follow closely with 14.88% and 14.67%, respectively.

Market Exposure

Share of Spend for the top 10 UK Hospitality Museums & Art Galleries 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 tate.org.uk britishmuseum.org nhm.ac.uk iwm.org.uk hrp.org.uk nationalgallery.org.uk royalacademy.org.uk getyourguide.com londonmuseum.org.uk vam.ac.uk
2025/05/01 22.69% 16.91% 13.8% 2.21% 4.55% 6.36% 1.62% 1.47% 1.81% 1.99%
2025/05/02 24.43% 20.98% 9.43% 1.22% 5.36% 5.43% 0.73% 1.44% 2.57% 2.39%
2025/05/03 20.15% 18.68% 14.35% 3.58% 5.23% 5.84% 1.29% 1.25% 2.32% 2.89%
2025/05/04 22.36% 17.26% 12.52% 2.73% 5.78% 6.35% 1.56% 1.57% 1.79% 2.98%
2025/05/05 17.49% 18.77% 11.21% 2.56% 4.38% 6.95% 1.23% 1.69% 2.89% 3.48%
2025/05/06 16.1% 15.14% 11.97% 2.84% 6.26% 7.6% 1.99% 2.18% 3.39% 3.89%
2025/05/07 17.3% 21.98% 15.68% 3.14% 4.76% 6.04% 1.8% 1.83% 1.3% 2.42%
2025/05/08 17.3% 17.98% 14.5% 4.58% 5.03% 5.17% 0.77% 1.77% 1.86% 1.4%
2025/05/09 24.94% 19.96% 13.91% 3.74% 2.32% 5.15% 1.28% 1.59% 2.29% 1.46%
2025/05/10 17.6% 17.07% 14.86% 4.95% 7.12% 7.95% 1.76% 1.33% 2.67% 0.69%
2025/05/11 20.66% 19.48% 5.22% 7.43% 6.68% 6.93% 2.07% 1.59% 1.81% 1.96%
2025/05/12 18.39% 15.42% 10.71% 1.14% 6.47% 7.48% 1.61% 2.65% 3.25% 3.32%
2025/05/13 19.45% 14.65% 9.83% 4.34% 6.46% 8.39% 2.03% 1.76% 3.28% 1.39%
2025/05/14 23.8% 17.44% 12.56% 6.27% 5.34% 5.51% 1.58% 1.47% 0.71% 1.13%
2025/05/15 23.36% 16.91% 6.58% 3.05% 3% 5% 2.12% 2.17% 2.31% 3.22%
2025/05/16 10.28% 21.15% 12.17% 5.23% 6.81% 5.93% 1.88% 2.07% 1.24% 3.58%
2025/05/17 18.57% 20.58% 17.02% 4.45% 4.29% 6.71% 2.23% 1.56% 1.93% 1.53%
2025/05/18 18.43% 22.47% 14.85% 4.48% 5.8% 5.43% 2.22% 1.64% 1.26% 0.76%
2025/05/19 19.68% 20.87% 10.01% 5.41% 6.06% 6.37% 2.43% 1.9% 1.21% 2.08%
2025/05/20 21.88% 25.2% 9.62% 2.9% 3.64% 3.87% 2.28% 1.89% 1.68% 2.25%
2025/05/21 22.32% 23.77% 13.13% 4.96% 4.17% 3.7% 1.78% 1.37% 1.29% 1.82%
2025/05/22 22.84% 16.47% 17.1% 2.4% 5.96% 4.82% 2.36% 1.38% 1.46% 2.49%
2025/05/23 20.45% 23.05% 11.83% 6.08% 5.71% 3.36% 1.73% 1.31% 0.99% 2.07%
2025/05/24 18.99% 22.46% 13% 5.79% 4.91% 4.82% 2.02% 1.69% 2.31% 3.26%
2025/05/25 19.59% 19.93% 15.91% 7.07% 4.48% 4.58% 2.08% 1.81% 1.73% 1.11%
2025/05/26 17.25% 23.39% 14.3% 1.3% 6.34% 3.93% 2.1% 2.31% 0.88% 2.37%
2025/05/27 23.69% 22.18% 13.75% 4.72% 4.34% 3.75% 2.01% 1.78% 1.67% 0.76%
2025/05/28 18.95% 25.22% 14.62% 3.23% 6.46% 2.98% 1.82% 1.87% 1.79% 1.73%
2025/05/29 16.19% 26.8% 17.36% 4.84% 4.05% 1.93% 2% 1.69% 1.49% 2.28%
2025/05/30 17.85% 20.99% 19.22% 3.18% 3.13% 3.26% 2.16% 1.61% 1.81% 1.09%
2025/05/31 20.05% 17.84% 17.48% 6.84% 6.8% 2.61% 1.94% 1.41% 1.27% 0.5%

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In May 2025, Tate.org.uk’s PPC spend share fluctuated, peaking at 24.94% on May 9. Britishmuseum.org saw a high of 26.8% on May 29. Nhm.ac.uk’s share was steady, with a peak of 19.22% on May 30. Iwm.org.uk and hrp.org.uk had modest shares, while nationalgallery.org.uk’s share declined towards month’s end. Royalacademy.org.uk and getyourguide.com maintained low but consistent shares. Londonmuseum.org.uk and vam.ac.uk had varied trends, with vam.ac.uk ending at 0.5% on May 31.

Market Exposure

Competitor Count for UK Hospitality Museums & Art Galleries

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
2025/05/01 182
2025/05/02 184
2025/05/03 193
2025/05/04 184
2025/05/05 191
2025/05/06 200
2025/05/07 209
2025/05/08 200
2025/05/09 207
2025/05/10 205
2025/05/11 207
2025/05/12 202
2025/05/13 208
2025/05/14 210
2025/05/15 214
2025/05/16 209
2025/05/17 206
2025/05/18 203
2025/05/19 193
2025/05/20 194
2025/05/21 173
2025/05/22 183
2025/05/23 175
2025/05/24 175
2025/05/25 164
2025/05/26 167
2025/05/27 169
2025/05/28 175
2025/05/29 178
2025/05/30 173
2025/05/31 166

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In May 2025, distinct advertisers peaked at 214 on the 15th, then gradually declined, ending at 166.

Campaign Efficiency

Market Loss & Market Gains for UK Hospitality Museums & Art Galleries

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
britishmuseum.org 5.11%
nhm.ac.uk 2.36%
london-tickets.co.uk 0.64%
royalacademy.org.uk 0.52%
tickete.co 0.49%
nms.ac.uk -0.43%
nationalfootballmuseum.com -0.49%
barbican.org.uk -0.56%
vam.ac.uk -0.64%
nationalgallery.org.uk -3.57%

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The British Museum surged with a 5.11% click share increase, while the National Gallery faced a 3.57% decline.

Campaign Efficiency

UK Hospitality Museums & Art Galleries 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 nhm.ac.uk britishmuseum.org tate.org.uk hrp.org.uk london-tickets.co.uk tickete.co iwm.org.uk royalacademy.org.uk nationalgallery.org.uk getyourguide.com
2025/05/01 17.47% 16.53% 15.88% 5.92% 0.17% 0.76% 2.09% 1.85% 7.3% 2.31%
2025/05/02 10.87% 19.93% 16.07% 6.67% 1.77% 1.23% 1.29% 1.57% 5.8% 2.37%
2025/05/03 15.67% 17.79% 13.85% 6.88% 3.63% 0.66% 2.61% 1.81% 5.42% 2.27%
2025/05/04 15.07% 15.27% 15.79% 6.83% 2.96% 1.19% 2.34% 2.07% 6.08% 2.35%
2025/05/05 12.96% 16.79% 12.46% 5.16% 1.21% 3.01% 2.02% 1.69% 6.77% 2.57%
2025/05/06 13.26% 14.25% 10.94% 7.25% 0.76% 1.22% 2.42% 2.77% 7.28% 3.73%
2025/05/07 16.56% 20.91% 11.63% 6.25% 1.83% 0.97% 2.24% 2.45% 6.05% 2.5%
2025/05/08 15.74% 15.72% 13.26% 6.3% 1.25% 1.67% 3.45% 1.05% 4.86% 2.45%
2025/05/09 17.04% 19.16% 18.65% 3.34% 1.06% 0.86% 3.36% 1.85% 5.32% 2.23%
2025/05/10 16.74% 17.04% 12.52% 8.6% 2.09% 1% 3.72% 2.45% 7.83% 1.77%
2025/05/11 6.56% 16.59% 15.3% 8.9% 3.64% 0.97% 5.21% 2.86% 6.66% 2.27%
2025/05/12 11.81% 13.18% 12.31% 8.06% 3.74% 4.09% 1.14% 2.09% 6.86% 3.42%
2025/05/13 11% 12.15% 13.15% 8.44% 5.61% 4.66% 3.54% 2.76% 7.56% 2.34%
2025/05/14 14.23% 16.57% 16.65% 7% 2.69% 4.09% 4.48% 2.21% 5.42% 2.05%
2025/05/15 7.6% 15.42% 15.97% 4% 4.9% 3.98% 2.7% 2.87% 4.28% 3.25%
2025/05/16 12.17% 18.56% 6.95% 7.71% 4.95% 7.37% 3.69% 2.33% 5.52% 2.57%
2025/05/17 17.81% 18.57% 12.3% 4.8% 5.88% 1.84% 3.32% 2.89% 6.16% 2.26%
2025/05/18 15.53% 19.81% 11.9% 7.5% 5.7% 5.55% 3.13% 2.85% 4.57% 2.15%
2025/05/19 10.09% 19.72% 13.54% 7.75% 3.66% 3.68% 4.17% 3.24% 5.78% 2.73%
2025/05/20 10.77% 23.27% 14.89% 4.68% 4.82% 4.31% 2.13% 3.03% 3.47% 2.79%
2025/05/21 14.53% 22.34% 14.89% 5.51% 4.3% 5.23% 3.55% 2.48% 3.15% 2.03%
2025/05/22 19.53% 13.68% 13.78% 6.93% 5.64% 5.15% 2.34% 3.27% 4.62% 1.82%
2025/05/23 11.97% 21.02% 13.87% 8% 3.45% 4.98% 4.14% 2.34% 3.04% 1.86%
2025/05/24 12.89% 20.84% 12.61% 6.24% 7.34% 3.53% 4.2% 2.68% 4.29% 2.28%
2025/05/25 16.29% 17.91% 12.9% 6.2% 6.62% 5.87% 4.53% 2.76% 4.18% 2.49%
2025/05/26 14.45% 19.25% 10.87% 7.16% 5.26% 7.31% 1.23% 2.5% 3.44% 3.09%
2025/05/27 15.2% 21.09% 15.54% 5.75% 4.93% 2.6% 3.41% 2.69% 3.35% 2.83%
2025/05/28 15.41% 22.44% 11.86% 7.38% 6.09% 5.13% 2.29% 2.41% 2.53% 2.49%
2025/05/29 19.17% 23.91% 10.4% 5.81% 3.61% 3.11% 3.51% 2.62% 1.77% 2.46%
2025/05/30 20.39% 17.84% 11.45% 4.9% 4.88% 4.16% 2.24% 2.79% 2.89% 2.35%
2025/05/31 18.45% 15.04% 13.43% 7.89% 7.63% 5.9% 4.33% 2.49% 2.07% 1.92%

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In May 2025, British Museum led with a strong impression share, peaking mid-month. Natural History Museum fluctuated but ended high. Tate and HRP showed moderate stability. London Tickets and Tickete.co saw gradual growth. Overall, British Museum dominated.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Hospitality Museums & Art Galleries

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. 1
    Book A Free Ticket Today https://www.britishmuseum.org

    Visit The British Museum Today — Go on a journey of discovery around the exhibitions and galleries at the British Museum. Discover two million years of human history and culture by...

  2. 2
    Tower of London | Historic Royal Palaces https://www.hrp.org.uk

    The Official Website for Tower Of London, World Heritage Site and London's Iconic Castle.

  3. 3
    Churchill War Rooms https://www.iwm.org.uk

    Visit Churchill Museum London — Every ticket includes a free audio guide that will take you through this momentous site. Discover what life would have been like during the tense days of the...

  4. 4
    Natural History Museum London https://www.nhm.ac.uk

    Book Your Free Ticket — Book a day out of the ordinary! Our free galleries include dinosaurs, evolution and more. Members get unlimited entry to exhibitions, including Wildlife Photographer of the Year.

  5. 5
    Tower of London Tickets http://toweroflondon.tickete.co

    Book Your Tickets Now — Meet the legendary Yeoman Warders, or Beefeaters, who stand guard over...

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In the realm of Google’s PPC ads, the British Museum entices with a journey through two million years of history, while the Tower of London captivates with its iconic heritage. The Churchill War Rooms offer a glimpse into wartime life, and the Natural History Museum invites exploration of evolution and dinosaurs. Each ad weaves a narrative of discovery and cultural immersion.

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