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UK: Internet ad spend to overtake TV in 2009
Date: 07/01/2008
According to recent figures published by Group M, U.K. internet ad spend will overtake TV as soon as 2009. Group M predictions state that at the end of 2008, internet spend will account for 24.8% of U.K. media spend and TV 26%.
U.K. internet revenue will climb by 30.8% this year, to 3.4 billion pounds, whereas TV is expected to grow 1%, 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.
Source: Group M, MediaGuardian
WFA Comment: WFA shares global ad expenditure forecasts with its members throughout the year. November's Media Committee in Munich focused, in part, on media cost inflation in 2008 versus 2007. For more information contact [email protected]
