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Tuesday, January 15, 2008

UK online ad spend 'to overtake TV in 2009'

Analysts are forecasting online ad spend will surpass TV ad spend in the UK by 2009. The study, by Group M, the media planning and buying agency owned by advertising heavyweight WPP Group, projects a 31% increase in online spend this year versus a 1% rise in TV ad spend.

Emarketer notes that the UK media picture is unusual: "For one thing, the print sector remains pretty healthy. Also, the phenomenal rise of the internet has encouraged significant spending on the Web by UK advertisers, and hard evidence of online successes breeds further investment.

"Moreover, the dominance of television as an advertising vehicle is less pronounced in the UK, because TV programming is not funded by advertising to the same extent that it is in the US and elsewhere."

But it's still a sea change and although Emarketer's projections are slightly different, it agrees that online spending will overtake TV within two years.