Online adspend overtakes TV

LONDON - Online adspend has overtaken TV for the first time, accounting for a 23.5% share of all spend in the first half of 2009.

Online adspend overtakes TV

It is the only platform to have experienced growth in the recession, rising 4.6% to £1.75bn while the industry as a whole has contracted by nearly 17%.

According to the biannual online advertising expenditure study from the Internet Advertising Bureau, PricewaterhouseCoopers (PwC) and the World Advertising Research Centre, paid-for search continued to grow, with a 6.8% increase on the first half of 2008. 

Marketers invested £1bn in search during the first six months of 2009, which equates to 59.8% of all online advertising expenditure. 

Classifieds grew by 10.6% to £385m, 22% of all online ad spend.

Online display was down 5.2% year on year to £316.5m, with an 18.1% share of all online advertising revenues. 

Across all 2008 advertising, expenditure on the internet was £3.35bn, a market share of 19.2%.



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