2009 should see the UK become the first major economy in which the internet overtakes television as the No. 1 advertising medium, according to a new forecast from GroupM. The new prediction follows GroupM's report released in December, which estimated that the internet would become the top ad medium in Sweden this year and that the UK and Denmark would follow suit.
GroupM now forecasts that the UK will likely pass that mark by the end of 2008 when the internet will account for 24.8% of British ad spending, just behind a projected 26 per cent share for TV.
The forecast assumes internet ad spending in the UK will grow 30.8% during 2007 to US$6.7 billion vs. a one per cent rate of growth for television, which will climb to about $7 billion. The GroupM analysis assumes online ad spending would need to climb six per cent or more during 2009 to overtake the market's television advertising volume.
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