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Digital adspend overtakes TV for the first time!

Today the UK became the world’s first major economy where marketers spend more money online than they do on TV. Figures released by the IAB and PwC show that almost a quarter of every advertising pound spent is online, whilst TV investment share has dropped to under 22%. The UK remains the world leader in terms of market share for online advertising.

The same study highlights continued growth in digital investment in an advertising market in recession – the growth rate has slowed to 4.6% in the first half of this year, but the overall advertising industry shrank by 16.6%. This growth is driven primarily by search marketing due to the clear accountability and high return on investment to advertisers -  very recession friendly for us marketers. Search grew by 6.8%; making up for the decline in digital display which declined at a third of the rate of the overall industry.

Could digital finally be a mature marketing channel? More fool those advertisers and agencies who are still treating it as ‘new media’!

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