Internet Revenues Set To Overtake TV in 2009
A new study from media buying giant Group M is predicting that marketers will spend more on the internet than TV in 2009. That news will come as a blow to commercial broadcasters such as ITV, Channel 4 and Five - which will find it increasingly difficult to sustain programme budgets in the face of squeezed ad revenues.
Group M, which is a part of the WPP group, predicts that the internet will take around 25% share of ad revenue in 2008 (£3.4 billion) - just behind TV's 26% (£3.56 billion). Since this figure is a 30% increase on 2007, it's a racing certainty that the internet will pass TV during 2009.
When online topples TV in 2009, the UK will become the first major economy to experience such a shift in the balance of power. Reasons for this include a) high broadband penetration b) the BBC's adverse impact on the airtime market and c) the fact that magazines and papers still command a large share of the UK ad revenue market (thus minimising the money channelled into television).
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