The internet is already taking more advertising money than national newspapers, regional newspapers and magazines in the UK.
Now it will overtake even the whole print sector combined this year, eMarketer’s predicting.
The forecast of £3.79 billion online ad spend would give it the biggest share of pounds of any medium.
But the internet will be taking another billion by 2014, eMarketer reckons, taking £4.89 billion in ad money…
eMarketer’s basing its claim on Magna’s forecast that 2010 combined print ad spend will reach £3.78 billion, and GroupM’s forecast that this will hit £3.54 billion.
But eMarketer is being more bullish about online than these and other agencies, many of which do not expect the overtake to happen just yet…
The UK became the first major economy in which the internet takes more money than TV in the first half of 2009, even though, on a global basis, TV is still by far outperforming all other media.