Internet ad spending has overtaken TV for the first time, according to figures released by the Internet Advertising Bureau (IAB) today.
Based on figures from the Advertising Association and WARC, a report from the IAB and PricewaterhouseCoopers shows that internet advertising was the only sector to grow in the first half, taking a total of £1.75bn.
Guy Phillipson, chief executive of the IAB, said: “Internet advertising has beaten all expectations to achieve growth in the most challenging market conditions.”
TV revenues fell 16.1%, according to the figures, meaning it has lost its status as the medium with the biggest market share to the one that had the smallest share only six years ago.
Online now has a 23.5% market share compared to TV’s 21.9%.
PricewaterhouseCoopers online advertising expert Eva Berg-Winters said “Perhaps surprisingly, a slowing economy has accelerated the migration to digital technology and hence the continuing shift from more traditional forms of advertising to online, which promises return on investment and measurability in a period of instability. The only certainty is that this transgression demands fundamental structural change of business models across all industries.”
The marketing director Lindsey Clay of Thinkbox, a UK commercial TV marketing body is one of those who doesn’t want to see their business model change.
The original articles here:
Internet outstrips TV but total ad spend plummets 17%
Online advertising spend ’surpasses TV’
Tags: advertising, business, economy, industries, internet, technology, TV

