WAC

Figures released from the Internet Advertising Bureau’s (IAB) bi-annual online advertising expenditure study, carried out in partnership with Pricewaterhouse Coopers (PwC) and the World Advertising Research Centre (WARC), makes for enlightening reading.

For the first time in the UK the internet has surpassed TV to become the single biggest advertising medium in the country.

Online adversiting spend overtook TV to become the UK's biggest advertising medium in the first half of 2009. It grew 4.6%, to £1.75 bn in H1, giving it a record market share of 23.5%.

Even as advertising experienced a 16.6% decline overall, online's ability to engage audiences, its measurability and a sturdy ROI is keeping the sector above water, where TV and other mediums have floundered and sunk.