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BizReport : Advertising : August 15, 2008
UK: TV ad spend static, online soars
In the U.K., online advertising spending overtook that spent on mainstream television advertising last year. The finding is among many revealed in a recently released report from Britain’s Office of Communications (OfCom).
Online advertising now makes up nearly 20% of British advertising budgets, according to the watchdog’s annual Communications Market report, released this week.
In its report, OfCom describes the Internet as “a particularly UK-focused phenomenon; accounting for a higher proportion (18.9%) of total 2007 advertising spend than in the USA, France, Germany or Italy”.
While TV ad spend remained static at $6.5 billion, spending on online advertising surged 40% to reach a total of $5.2 billion in 2007. The most popular form of advertising was pay-per-click, the use of which rose 39% last year reaching $1.6 billion.
However, newspapers continue to attract more advertising than any other medium, totaling $8.7 billion in 2007.
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