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Online advertising overtakes television & print media for the first time.

Advertising spending on the internet has overtaken television expenditure in the UK for the first time, according to a recent report.


A record £1.75bn - nearly a quarter of the total ad market - was spent online in the first half of this year, compared with £1.64bn for TV, the study said.


It is thought that the UK is the world's first major economy to pass the media milestone.

Internet spending grew by 4.6pc during the period compared to the previous year and now makes up 23.5pc of the market. TV advertising fell by 17pc, making up 21.9pc of total spend.


The study, carried out by the Internet Advertising Bureau (IAB) and PricewaterhouseCoopers, showed overall advertising fell by 16pc in the period as firms slashed costs in the recession.

IAB chief executive Guy Phillipson said he thought online advertising still had room for growth.

"We could see absolutely see it grow to being a 30pc medium [of ad share spend], to go past £4bn to even £5bn annually," he added.


Online advertising is classified as email campaigns, classified adverts, display ads and search engine websites such as Google.


The IAB data showed that 60pc of the online advertising was spent on search engines, with 22pc on online classified ads.

Justin Pearse, editor of industry website New Media Age, told the BBC that the tough economic times had led to a significant fall in TV & print advertising spend, which saw it being overtaken about a year earlier than most had expected.

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Edited by Jack
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