Web to Become Top U.K. Ad Outlet


Internet advertising spending will pass print and television outlays this year, making online the top ad medium in the U.K., according to eMarketer.

The research firm projects online ad spending in the U.K. will grow to $5.95 billion in 2010, outpacing estimates from several research firms for total television and print advertising.

By 2014, eMarketer estimates online advertising spending in the U.K. will reach $7.6 billion.

The Web already surpassed TV in U.K. advertising revenue last year, according to Magna and Zenith Optimedia, but it had yet to crack the combined market value of print newspapers and magazines.
This year, however, Magna estimates total print ad spending will reach $5.67 billion, while GroupM puts print spending at $5.31 billion. Both estimates are below eMarketer's 2010 forecast.