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The UK remains the world leader in terms of market share for online, with the medium accounting for 23.5% in the first half of 2009.

Online advertising spending in the UK has overtaken television expenditure for the first time in the United Kingdom, says a study by the Internet Advertising Bureau and PricewaterhouseCoopers. Online spending grew 4.6% to £1.752bn in the first half of 2009, while TV spending shrank 16.1% to £1.639bn.

The study show that Technology is the biggest spender, accounting for 19.1% of the market, followed by Telecoms (13.3% rising from 9.7% the previous year) and Finance (13.2% up from 11.9%). Entertainment and Media was fourth with 11.8%, while Consumer Goods saw significant growth up from 6.2% in H1 2008 to 8.1% in 2009 as FMCG marketers steadily increased digital budgets.

Guy Phillipson, chief executive of the Internet Advertising Bureau, said: “Internet advertising has beaten all expectations to achieve growth in the most challenging market conditions. Online display has performed notably well against its peers in TV, print and radio despite more than £1.5 billion being wiped off the advertising industry.

Summary of ad spend in 2008
Across all 2008 advertising expenditure on the internet was £3,349.7 millions, a market share of 19.2%, following a 17.1% year-on-year increase. Spending online in 2008 increased by £540 million year-on-year as total UK advertising spend fell by 3.5% to £17.5bn.