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ThE MaStEr

Television ad spend overtakes online


Broadcasting Television regained its position as Britain's biggest medium for advertisers in the first half of this year after overtaking online markets.

According to a report published by the Internet Advertising Bureau and PricewaterhouseCoopers, spending on internet advertising increased by 10% in the first half of the year to £1.67bn.

However, television advertising rose 16% in the same period. That meant TV was the largest medium with a 25.5% share of ad spend, followed by the internet (24.3%) and press display (17.9%).

Another advertising medium to see strong growth was the cinema, which increased 12%, while outdoor advertising was up 16%. In the first six months of the year, the overall ad market grew by 6.3%.

Despite online ad spend still being dominated by search-engine advertising, the IAB said that there was an increase in display ad spend on online video sites, such as YouTube and Facebook.

This week, media consultancy Enders Analysis predicted that the UK's advertising market will grow by 3.7% to £15bn by the end of this year, but decline by 1.1% in 2011, reports The Financial Times.

Enders expects the internet advertising market to increase by 9.8% this year and 7.4% in 2011, while TV ad spend will be flat next year.

"A sense of trepidation hovers over 2011, amidst early warnings of decelerating economic growth in the UK and our trading partners," the firm said.

"In addition to these cyclical factors, downward structural pressures are weighing on print display advertising spend, decoupling economic from advertising trends."

According to data compiled by the Broadcasters' Audience Research Board (BARB), the average TV viewer watched 45 ads a day in the first half of 2010, up from 43 in the same period last year.

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