The Week: Media news - Zenith: web to top adspend

ZenithOptimedia has marginally upgraded its world adspend growth forecast for 2008 to 6.6 per cent, and predicts that the internet will overtake TV and newspapers to become the UK's single-largest advertising medium next year.

Internet adspend is projected to reach £4.06 million in 2009, compared with £3.95 million for newspapers, the next biggest medium. The UK will overtake Germany to become the world's third-largest ad market by 2010, according to the research.