TV advertising beaten by online marketing

TV advertising in the UK has fallen behind internet marketing for the first time, according to new research.

New figures released by the Internet Advertising Bureau (IAB) show that online advertising expenditure climbed by 4.6 per cent in the first half of 2009.

This takes the total value of the market to £1.75 billion.

According to the IAB's bi-annual online advertising expenditure study, which was with PricewaterhouseCoopers and the World Advertising Research Centre, the internet has become the UK's single biggest advertising medium.

It also shows that the UK is leading the way in terms of spending on internet advertising, such as email marketing, and now accounts for 23.5 per cent of the global market share.

In related news, Nielsen Online has noted that marketing professionals are continuing to spend money on online display advertising.

The organisation's latest report showed that the online display advertising market grew by 11 per cent year-on-year and increased by 44 per cent when compared with 2006 figures.

Written by Mark Hainsby