After half a century on top, television is set to beaten into second place as the greatest draw for advertising cash, it has been claimed.
Figures compiled by Group M indicated that the overall amount of money spent on advertising via the internet in the UK will exceed the value of TV ad spending in 2009.
Researchers at Group M suggest that the UK will become the first of the world’s big economies to see online ad spending outstrip that of TV and predict that there will be little to choose between the two mediums at the end of this year.
“Most of the growth is coming from search advertising and that is being fuelled by either new money or from the direct marketing sector, not so much from TV ad budgets,” Adam Smith, futures director at Group M, told the Guardian.
Group M is part of the WPP Group and counts itself as being among the world’s foremost media sector investment management businesses.