Advertisers in the UK are now spending more on online advertising than they are on television campaigns.
Figures for the first half of 2009 show that online ad spending grew 4.6% to £1.752bn, while television spending slumped by 16.1% to £1.639bn, according to the Internet Advertising Bureau and PricewaterhouseCoopers.
Speaking to the BBC, Justin Pearse, editor of the New Media Age website, said the change had come about a year earlier than expected. He described online spend’s overtaking of television’s as “a huge milestone”.
Guy Phillipson, chief executive of the Internet Advertising Bureau commented that online advertising such as banners had performed notably well against comparable advertising in print, television and radio.
“Marketers still recognise the value, accountability and measurability of online advertising,” he said.