Online adspend now greater than mainstream TV

Aug 14, 2008 | Uncategorized

The summer report from the UK government’s Ofcom group revealed a stark picture of a nation migrating into the digital networked society. The latest figures show that online adspend in the UK overtook spending across the mainstream analogue channels. According to Ofcom, online adspend grew 40% during 2007 to reach £2.8bn, or 19% of all […]

The summer report from the UK government’s Ofcom group revealed a stark picture of a nation migrating into the digital networked society. The latest figures show that online adspend in the UK overtook spending across the mainstream analogue channels. According to Ofcom, online adspend grew 40% during 2007 to reach £2.8bn, or 19% of all UK advertising. TV advertising however remained static at £3.5bn with the mainstream commercial channels (ITV1, Channel 4, S4C and five) taking £2.4bn or 67% of all UK adspend (from 83% in 2002).
In addition the report revealed increased leaps in use of the web and laptops as ways to view TV. More than a third of 25-44s often go online while watching TV. Since we started Digital Intelligence in 2000 we’ve tracked hundreds of technology shifts, and in the UK we’ve argued that the arrival of wireless broadband at home would create a step change in viewing behaviour. This latest research explains the nature of shifts in consumer use of media, but should be seen as simply a snapshot of what continues to be a journey not yet finished.


Advertising spend by medium

Advertising spend by medium

Source: Advertising Association statistics published by www.WARC.com
Share of advertising spend by medium

Share of advertising spend by medium

Source: Advertising Association statistics published by www.WARC.com
Total online TV revenue

Total online TV revenue

Source: Advertising Association statistics published by www.WARC.com
Frequency of using other media while watching TV

Frequency of using other media while watching TV

Source: Ofcom
Ofcom: http://www.ofcom.org.uk

From The Guardian: http://www.guardian.co.uk, 14/08/2008
Ofcom: http://www.ofcom.org.uk

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