The latest results of the UK's industry tracking study, carried out by IAB UK with their partners PricewaterhouseCoopers (PwC) and the World Advertising Research Centre (WARC), have revealed that in just six months online advertising expenditure has reached over €1.3 billion in the UK. In a depressed advertising market the internet continues to grow with 40.3% like-for-like annual growth for the first half of 2006. This takes the sector to a half year high of €1.34 billion (£917.2 million) - compared to €920.5 million (£630.5 million) a year ago - and a market share of 10.5%.

Online advertising UK

Online set to overtake national press by end of this year. Once again the internet is the fastest-growing advertising medium in the UK, commanding a market share of 10.5% for January to June 2006, up from 7.3% for the same period in 2005. This takes online advertising to within one percentage point of national press, which recorded an 11.4% share for the first half of 2006.

Online advertising vs national press UK

By comparison the internet is now double the size of outdoor (5.1%), double the size of consumer magazines (4.6%) and three times the size of radio advertising (3.4%). Online is also now half the size of the TV advertising market, which recorded a 22.7% market share following a decline of 1.3%.

TV, press, radio, and direct mail have all experienced declining revenues in the past six months (Based on figures from the Advertising Association). Online has buoyed the advertising market by contributing an additional £284 million to total UK advertising revenues, and looks set to overtake spending on national press advertising before the end of 2006.

Online advertising UK breaks 10%

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