Research shows the internet has gained ground over newspapers in advertising
In 2009, the UK's share of internet ad spending rose just as much as newspapers lost. Coincidence?
According to forecasts by WARC and an advertising association, total UK advertising spend increased this autumn, after nine consecutive quarters of annual decline.
The increase is modest; it is expected that in the third quarter of 2010 it will be 2.8% more than the previous year. But according to the AA and ARM, it's encouraging after last year's data, when total ad spend fell 12.7% from 2008 in the worst ad recession since 1982.
Advertising investment on the Internet ended the year in September with a slight increase (4.2%), but much lower than in previous years and less than in the cinema (10.2%). They were the only two media outlets that attracted the most ad money in 2009.
In fact, the Internet's share of the UK's total advertising spend increased by exactly the same amount that newspapers lost (4.2%). Coincidence? Probably not; Especially in times of recession, brands that wanted to maintain their advertising turned to a medium with greater guarantees and more metrics.
Source: The Guardian