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UK Hospitality Museums & Art Galleries - PPC Market Share Analysis April 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 23.57
tate.org.uk 16.73
nhm.ac.uk 13.97
nationalgallery.org.uk 8.29
sciencemuseum.org.uk 4.3
hrp.org.uk 4.01
vam.ac.uk 2.93
royalacademy.org.uk 2.5
blenheimpalace.com 2.46
londonmuseum.org.uk 2
others 19.24

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In the competitive landscape of Google’s PPC for museums and galleries, the British Museum leads with a 23.57% click share. Following closely are Tate at 16.73% and the Natural History Museum at 13.97%. Meanwhile, ‘others’ collectively hold a significant 19.24% share, highlighting diverse competition.

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 nationalgallery.org.uk hrp.org.uk iwm.org.uk londonmuseum.org.uk royalacademy.org.uk vam.ac.uk sciencemuseum.org.uk
2025/04/01 22.28% 17.61% 10.86% 7.03% 3.79% 1.87% 3.32% 3.46% 1.47% 4.3%
2025/04/02 27.21% 11.93% 13.57% 4.66% 5.7% 1.28% 2.95% 4.71% 3% 5.11%
2025/04/03 24% 15.7% 7.89% 5.58% 3.65% 2.8% 0.74% 3.22% 7.3% 4.39%
2025/04/04 31.1% 18.16% 6.8% 4.02% 2.05% 3.37% 2.67% 1.69% 2.72% 3.74%
2025/04/05 18.49% 22.89% 14.71% 4.56% 6.09% 4.51% 3.91% 0% 3.44% 4.32%
2025/04/06 19.88% 21.85% 15.16% 5.25% 4.08% 4.18% 2.91% 0% 3.58% 1.73%
2025/04/07 23.92% 17.53% 6.93% 5.39% 4.74% 3.19% 4.5% 0% 2.9% 7%
2025/04/08 13.2% 22.11% 12.92% 5.05% 6.28% 1.83% 4.57% 3.96% 3.2% 1.54%
2025/04/09 19.87% 18.64% 10.71% 6.62% 2.57% 4.21% 4.53% 3.19% 2.14% 3.55%
2025/04/10 17.78% 20.96% 12.79% 7.37% 2.7% 1.33% 3.19% 2.63% 4.48% 2.24%
2025/04/11 20.21% 23.17% 12.91% 5.18% 3.67% 3.63% 2.77% 4.11% 0.73% 1.67%
2025/04/12 24.21% 20.27% 14.61% 4.4% 2.73% 2.12% 2.21% 0% 1.73% 5.68%
2025/04/13 14.41% 27.74% 9.59% 6.51% 3.93% 3.13% 2.72% 0% 4.51% 4.54%
2025/04/14 8.28% 26.35% 15.44% 6.83% 3.45% 4.24% 1.68% 0% 1.75% 9.88%
2025/04/15 25.9% 17.34% 5.48% 6.68% 4.44% 2.55% 2.89% 3.26% 2.82% 3.43%
2025/04/16 27.41% 21.15% 10.12% 5.91% 4.27% 2.06% 3.01% 3.79% 0.74% 2.29%
2025/04/17 12.93% 20.71% 17.56% 5.96% 2.16% 4.93% 3.37% 2.65% 0.01% 4.77%
2025/04/18 23.03% 14.99% 14.56% 3.82% 2.71% 2.14% 3.08% 5.36% 5.23% 5.73%
2025/04/19 21.38% 17.89% 18.23% 2.44% 4.53% 4.5% 3.21% 0% 1.53% 1.97%
2025/04/20 19.2% 20.75% 13.31% 5.67% 4.4% 2.62% 3.17% 0% 4.23% 6.46%
2025/04/21 22.93% 18.84% 11.31% 5.52% 3.53% 3.63% 3.27% 0% 3.16% 3.3%
2025/04/22 17.41% 19.27% 9.55% 4.28% 3.27% 3.38% 2.53% 4.63% 1.79% 3.91%
2025/04/23 20.82% 15.58% 13.59% 9.34% 4.06% 3.25% 3.6% 3.12% 3.52% 1.23%
2025/04/24 23.13% 14.09% 16.06% 5.65% 3.15% 2.13% 2.85% 2.29% 2.04% 2.23%
2025/04/25 23.38% 20.43% 13.27% 6.37% 3.37% 3.18% 2.24% 3.38% 0.86% 0.24%
2025/04/26 27.25% 12.27% 11.33% 4.92% 4.28% 2.81% 3.09% 2.21% 1.28% 2.16%
2025/04/27 21.97% 18.33% 9.05% 5.8% 3.24% 2.24% 2.83% 2.52% 2.64% 2.3%
2025/04/28 25.77% 13% 10.74% 4.88% 2.54% 1.64% 1.9% 3.05% 3.27% 1.96%
2025/04/29 26.24% 19.02% 12.45% 5.02% 2.38% 3.78% 2.23% 2.27% 1.56% 1.08%
2025/04/30 27.59% 20.95% 8.79% 3.82% 3.44% 2.75% 2.44% 2.39% 1.45% 0.94%

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April saw Tate.org.uk lead with fluctuating spend, peaking at 31.1% on April 4th. BritishMuseum.org followed, with a notable 27.74% on April 13th. The month concluded with Tate.org.uk maintaining dominance at 27.59%.

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
2025/04/01 186
2025/04/02 194
2025/04/03 207
2025/04/04 208
2025/04/05 201
2025/04/06 206
2025/04/07 202
2025/04/08 199
2025/04/09 208
2025/04/10 216
2025/04/11 215
2025/04/12 210
2025/04/13 203
2025/04/14 206
2025/04/15 210
2025/04/16 202
2025/04/17 200
2025/04/18 200
2025/04/19 195
2025/04/20 197
2025/04/21 201
2025/04/22 202
2025/04/23 200
2025/04/24 206
2025/04/25 200
2025/04/26 202
2025/04/27 203
2025/04/28 196
2025/04/29 187
2025/04/30 189

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April saw a dynamic shift in distinct advertisers, starting at 186 and peaking at 216 mid-month. The month concluded with a slight decline, ending at 189.

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
nhm.ac.uk 2.14%
tate.org.uk 2.03%
nms.ac.uk 0.79%
postalmuseum.org 0.73%
barbican.org.uk 0.54%
hrp.org.uk -0.53%
nationalgallery.org.uk -0.76%
vam.ac.uk -0.77%
sciencemuseum.org.uk -1.8%
britishmuseum.org -3.63%

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The Natural History Museum and Tate saw significant click share growth, while the British Museum experienced the largest 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 britishmuseum.org tate.org.uk nhm.ac.uk nationalgallery.org.uk hrp.org.uk royalacademy.org.uk iwm.org.uk getyourguide.com vam.ac.uk sciencemuseum.org.uk
2025/04/01 16.14% 16.42% 13.85% 7.44% 4.48% 3.75% 1.63% 1.36% 2.28% 4.29%
2025/04/02 11.68% 19.6% 15.98% 5.7% 6.94% 4.93% 1.32% 1.58% 3.65% 5.85%
2025/04/03 14.47% 14.76% 10.6% 6.31% 4.45% 3.31% 2.66% 1.42% 10.13% 4.4%
2025/04/04 17.65% 22.85% 7.89% 4.71% 3.16% 2.34% 3.35% 1.48% 3.58% 4.34%
2025/04/05 20% 11.7% 18.47% 5.03% 6.53% 0% 3.88% 2.85% 4.73% 4.73%
2025/04/06 19.83% 14.54% 19.19% 5.65% 4.23% 0% 3.47% 2.93% 4.22% 1.78%
2025/04/07 16.63% 16.07% 9.01% 6.07% 6.28% 0% 2.75% 3.17% 3.14% 7.32%
2025/04/08 20.12% 10.27% 14.91% 5.37% 7.49% 3.67% 1.55% 1.72% 4.62% 1.99%
2025/04/09 18.61% 14.35% 12.99% 7.15% 3.66% 3.33% 3.73% 2.33% 1.89% 4.19%
2025/04/10 19.36% 12.48% 14.93% 7.4% 2.97% 3.02% 1.15% 1.87% 5.09% 2.52%
2025/04/11 21.74% 15.85% 15.45% 5.81% 4.59% 4.02% 3.5% 1.45% 1.17% 2.09%
2025/04/12 18.76% 15.62% 18.2% 4.64% 3.11% 0% 2.05% 1.98% 2.19% 6.35%
2025/04/13 24.34% 10.7% 10.71% 6.61% 4.08% 0% 2.59% 1.91% 5.13% 4.75%
2025/04/14 23.23% 6.03% 17.82% 7.06% 3.7% 0% 3.56% 2.64% 1.98% 9.95%
2025/04/15 17.43% 17.92% 6.61% 7.42% 5.63% 3.78% 2.29% 3.43% 3.11% 4.54%
2025/04/16 21.64% 17.91% 13.24% 7% 6.04% 3.36% 1.7% 2.32% 0.69% 2.64%
2025/04/17 19.06% 7.84% 20.49% 6.26% 2.92% 3.65% 4.13% 2.69% 0.01% 5.75%
2025/04/18 14.43% 14.9% 17.93% 4.12% 3.23% 4.79% 2.36% 2.23% 6.82% 6.06%
2025/04/19 14.46% 14.48% 21.78% 2.55% 5.37% 0% 3.65% 3.85% 2.17% 2.39%
2025/04/20 18.89% 12.88% 15.77% 5.76% 5.58% 0% 2.23% 2.39% 5.54% 6.27%
2025/04/21 17.69% 14.83% 12.06% 6.06% 4.06% 0% 2.84% 4.14% 3.44% 3.75%
2025/04/22 18.77% 10.18% 11.12% 4.63% 5.24% 3.99% 2.95% 3.08% 1.73% 4.27%
2025/04/23 13.04% 13.89% 17.04% 9.65% 5.49% 2.56% 3.1% 2.35% 4.3% 1.2%
2025/04/24 12.52% 15.59% 19.42% 5.86% 4.17% 2.25% 1.98% 3.27% 2.6% 2.75%
2025/04/25 19.91% 15.95% 17.93% 6.85% 2.89% 3.01% 2.73% 2.18% 0.95% 0.31%
2025/04/26 12.78% 19.23% 14.48% 5.32% 4.6% 2.15% 2.61% 2.34% 1.65% 2%
2025/04/27 17.34% 15.69% 11.62% 5.69% 3.38% 2.32% 2.13% 1.61% 3% 2.25%
2025/04/28 12.73% 17.14% 13.47% 5.21% 3.25% 2.52% 1.42% 3.07% 4.33% 2.08%
2025/04/29 18.5% 18.6% 16.61% 5.67% 2.97% 2.2% 3.35% 2.14% 1.84% 1.36%
2025/04/30 20.74% 19.22% 12.43% 4.19% 3.99% 3.46% 2.64% 2.29% 2.18% 0.98%

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April saw British Museum’s PPC share fluctuate, peaking mid-month. Tate’s share dipped, while NHM’s rose steadily. National Gallery and HRP remained stable. By month’s end, British Museum led, followed by Tate and NHM.

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 - British Museum Tickets https://www.britishmuseum.org

    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 › churchill › war-rooms

    Imperial War Museum Rooms — Every ticket includes a free audio guide that will take you through this momentous site. Discover what...

  4. 4
    Book Your Free Ticket https://www.nhm.ac.uk

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

  5. 5
    Science Museum London https://www.sciencemuseum.org.uk

    The ultimate family day out — Choose your adventure - from awe-inspiring IMAX movies to our hands-on gaming experience. Explore Wonderlab, Power Up, and our IMAX cinema for a...

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The top-performing PPC ads for museums and galleries highlight unique experiences. The British Museum and Natural History Museum entice with free tickets, while the Tower of London and Churchill War Rooms emphasize historical significance. The Science Museum offers interactive adventures, appealing to families.

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