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Editor: Matt Paines

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Online advertising overtakes TV

UK advertisers are now spending more online than they are on traditional TV campaigns, new figures show.
 
The study by the Internet Advertising Bureau and PricewaterhouseCoopers revealed online spending grew 4.6% to £1.752bn in the first half of 2009, while TV spending shrank 16.1% to £1.639bn.
 
Overall advertising fell 16% compared with the same period in 2008, but the fact that online advertising spending has overtaken television expenditure for the first time is significant.
 
E-mail campaigns, classified adverts, display ads and search marketing such as search engine optimisation are all classed as online advertising.
 
The recession had accelerated the migration of advertising spending to digital technology - from more traditional media such as print, radio and television advertising to online, according to the report.
 
Justin Pearse, editor of industry website New Media Age, is reported as saying that tough economic times had led to a significant fall in TV advertising spending, which saw it being overtaken about a year earlier than most had expected.
 
However, the marketing body for the main UK commercial television broadcasters, said the figures did not compare like with like.
 
Lindsey Clay of Thinkbox explained that online marketing spend is made up of many things including e-mail, classified ads, display ads and, overwhelmingly, search marketing and these should be judged individually.

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