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27 March 2017 00:50 (South Africa)

Online advertising in UK overtakes TV for the first time ever

The Internet Advertising Bureau of Britain announced that online advertising now accounts for 23.5% of the market, as opposed to TV’s 21.9%. Almost 60% of online spend came from Google ads. Online classifieds also grew, while banners, pop-ups and similar declined, hinting that format and type of ad could be a deciding factor in success or otherwise. However, print media still thumps both online and TV with 30% of market share. But before we report the death of TV advertising, we must note that the picture in the UK is slightly atypical; its biggest TV entity, the BBC, doesn’t accept advertising, seriously skewing the overall ratios.

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