Internet Advertising Now Bigger Than TV Advertising In The UK

Sep 30th, 2009 | By | Category: General, Making Money with Podcasts

banana-adGood news for new media publishers – Internet media is rapidly becoming the biggest channel for advertising.

The Guardian reports that the UK has become the first major economy where advertisers spend more on internet advertising than on television advertising, with a record £1.75bn online spend in the first six months of the year.

This overturns nearly half a century of dominance by the television broadcast industry:

UK advertisers spent £1.75bn on internet advertising in the six months to the end of June, a 4.6% year-on-year increase, according to a report by the Internet Advertising Bureau and PricewaterhouseCoopers. To put this in perspective, in 1998, when the IAB first measured internet advertising, just £19.4m was spent online.The internet now accounts for 23.5% of all advertising money spent in the UK, while TV ad spend accounts for 21.9% of marketing budgets.

The IAB originally predicted that internet ad spend would overtake TV at the end of 2009; however, the crippling advertising recession accelerated this by six months. TV advertising fell about 17% year on year in the first half, to about £1.6bn, according to the report.

This is an inevitable trend, but this switch is a milestone for online advertising.

One possible threat to the growth of online advertising an online media is concern over tracking. The New York Times reports that 2 out of 3 object to online tracking. Any changes to regulations around online ad tracking could delay migration to online ads.

Image: sh1mmer

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6 Responses to “Internet Advertising Now Bigger Than TV Advertising In The UK”

  1. msbpodcast says:

    Of course it has.

    The internet in N:M and allows for point-to-point conversations.

    The broadcast media are 1:M oligopolies and allow only for the "renting of megaphones by Global Village Idiots©™®" in an increasingly noisy space.

    The cross-over of expenditures shows how far and how fast the rental price has dropped in compared to the much lower rise in total expenditure of the web.

    Ad the web is still winning because its a much bettter way to get a message across.

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  4. It's worth noting that England has a fee for operating TV which supports the BBC, so TV there works on more of a subscriber based system. It's not that they don't run ads (and many channels do) but it's not the same comparison as Canada (CBC is funded through taxes, and still runs ads) or other countries.

  5. StillLife says:

    This is totally not a surprise as broadcast TV quality has been falling over the past few years. Cheap to produce reality shows, fewer new episodes and more commercials are pushing viewers to other venues. As more viewers switch to internet TV, the money will follow the viewer.

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