Online To Pass TV Ad Spend in UK

• Posted: Thursday, January 10, 2008
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• Author: pradhana
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• Filed under: Internet Advertising, Market Survey, Online Advertising

By Karin von Abrams, Senior Analyst

Group M, the media planning and buying agency owned by WPP Group, has forecast that spending on Internet advertising in the UK will surpass spending on TV ads in 2009 - making the UK the first of the world’s major economies to see TV spending overtaken by the Internet.

The conclusion is based on a predicted rise of almost 31% in online ad spending in 2008, compared to 1% annual growth in TV ad spend.

This Group M forecast puts 2008 UK online ad spending at £3.4 billion (with 65% coming from search). This total is slightly higher than eMarketer’s most recent estimate (£3.24 billion). If eMarketer’s projection is nearer the mark, it may be 2010, rather than 2009, before TV loses its top spot in the UK pecking order. But the changing of the guard is not far off!

The Interactive Advertising Bureau “Online Advertising Study” published in October 2006 came to very similar conclusions, estimating that Internet ad spending amounted to 10.5% of total media spend in the UK for the first half of 2006, against television’s 22.7% and 11.4% for national press.

This tends to confirm that Britain now has a higher proportion of total spend online than any other country. (Globally, online spending averages just 5.8% of total ad spend, according to ZenithOptimedia.)

Read more - eMarketer

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