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Online is bigger than TV

Tanya Goodin
Tanya Goodin
CEO
30 September 2009

So PricewaterhouseCoopers tells us today as TV’s 50 year reign as the UK’s leading medium is over, with TV accounting for only 21.9% of all advertising spend compared to online’s 23.5%.

Well the inevitable has finally happened (and no, I’m not talking about Wigan monty-python-foot
beating Chelsea at the weekend) – UK advertisers are now spending
more on internet advertising than they are on television.

Should we be surprised by this or should we be surprised that it has taken a decade for it to happen?

Actually, it has happened ahead of the IAB’s forecast and The Guardian explains how this has accelerated due to the 17% fall in TV advertising in the first half of this year.

Guy Philipson, the chief executive of the IAB, sees this trend continuing due to online’s continuing growth potential, to around 30% of ad spend share.

And I would agree with this forecast. Whilst there is still a large part of our population that still only engages in branded advertising on TV, this is a group that is inevitably declining in size and when you add in the fact that online advertising is highly targeted by demographic and easily trackable there are
3 reasons as to why this increased online ad spend share is a certainty.

Now, even though TV may regain the pole position again as the UK pulls out of recession, don’t be fooled – today is a key milestone in the history of the internet.

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