Online Revenues Overtake TV

Wednesday, 14 October 2009

Online advertising spending has experienced a successful period during the economic downturn: it has weathered the recession by maintaining the positive growth of income compared to the worsening of all other media. In the UK the effect was so strong that in the first half of 2009 the biggest slice of online revenues was for advertising. A research by 'Internet Advertising Bureau UK’ (IAB UK), PricewaterhouseCoopers and the World Advertising Research Center has put the profits of online advertising at 23.5% of the total from January to June, 1.6 percentage points up on TV revenues. "Online advertising has beaten all expectations, achieving growth in a market in momentary hostile conditions" says Guy Phillipson, chief executive of IAB UK. "The performance of online advertising was significantly positive compared to TV, radio and press, despite a cut of 1.5 billion pounds by the advertising industry."

"Britain has been particularly hit by the global recession, and the pace of recovery is uncertain," says Karin von Abrams, eMarketer analyst. "Online advertising has saved the UK advertising market from collapse in this difficult period. The positive numbers will give renewed confidence to the advertiser and encourage more strategic investments."

source: eMarketer