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U.K.‘s Internet Ad Spend to Overtake TV in 2009

Published on January 03, 2008 | Email this article
U.K. internet ad spend will overtake TV in 2009, according to Group M.

The U.K. will be on the brink of that milestone at the end of 2008, with the internet accounting for 24.8 percent of U.K. media spend and TV at 26 percent, Group M predicts (via The Guardian). 

 

U.K. internet revenue will climb by 30.8 percent this year, to 3.4 billion pounds, whereas TV is expected to grow 1 percent, to 3.56 billion pounds. 

The U.K. is a special case, says Adam Smith, futures director at Group M, because its TV share of all media spend is depressed by the BBC, because there is still a large and healthy print sector in the U.K. and because Britons are among the world’s heaviest internet users.

Smith points out that the internet is three distinct businesses, with each growing at different speeds: search, display and classified. 

Most of the growth is coming from search advertising, which is being fueled by either new money or money from the direct marketing sector rather than from TV ad budgets.

Search spend accounted for 63 percent of all internet ad revenue in 2007 and will account for 65 percent this year, Group M predicts. 

While the

U.K. will become the first major economy to see advertisers spend more on the internet than on TV ads, Sweden is set to pass that milestone this year. 

Related categories: Feature, Television, Print, Direct, Interactive, Signs of What's to Come, Planning, Search Engine Marketing, Europe

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