‘Recession will boost online ad spend by 5%’

The recession will accelerate the migration to digital technology, with online taking an even bigger slice of the UK advertising market, according to PricewaterhouseCoopers (PwC).

Internet: To take 34% market share

According to PwC’s latest Entertainment and Media Outlook report, UK internet advertising will reach 34% of the entire advertising market by 2013, with spend up 5.36% to $8.4bn (£5.1bn).

Over that time, newspapers’ share of UK advertising will drop from 26% last year to 19.1% by 2013, with spend dipping 7.94% to $4.7bn (£2.8bn).

Television’s slice of the UK advertising market will drop slightly from 22.2% to 21.75%, while spend will dip 2.4% to $5.3bn ($3.2bn).

PwC head of entertainment and media Phil Stokes says the rise in internet access provides an opportunity for those “who focus on driving and leading change.”

He adds the recession will only quicken the pace of change. “Perhaps surprisingly, a slowing economy will accelerate the migration to digital technologies among both providers and consumers of content, meaning the industry that went into the recession will be very different from the one to emerge the other side,” he says.

Revenue from video game ads, albeit from a lower base, is expected to “outpace” other mediums, the report says, growing 16.11% by 2013.
Online ad spend has been on the rise for some time, growing by 20% year on year to reach €12.9bn (£11bn) in 2008, according to recent figures from IAB Europe.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here