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Spending on website adverts soars


Spending on online advertising outstripped the radio equivalent for the first time last year, new figures show.
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The value of website advertising rose to £653.3 million in 2004, a 60% increase from £407.8 million in 2003.

Online revenue has grown more than fourfold since the start of the dotcom boom in 2000, according to the research for the Interactive Advertising Bureau (IAB).

Last year it accounted for 3.9% of the total spent by advertisers, up from 2.6% in 2003.

Radio advertising accounted for 3.8% of last year's total market share, with £637.4 million.

The IAB predicts that internet advertising, which has benefited from the growth in the number of homes using broadband, will outstrip that spent on outdoor adverts in the next few years.

The lion's share of advertising was spent on press (41.5%), TV (23.9%), and direct mail (14.6%). Total advertising expenditure rose by 5.8% to £16.9 billion.

The figures, compiled by PricewaterhouseCoopers LLP and the World Advertising Research Centre, exclude the amount of cash spent on producing the adverts themselves.

Separate figures released by the Advertising Association today predict advertising expenditure in the UK will rise by 4.3% next year.

It believes internet advertising will be the single fastest growing medium, growing by more than 33%.

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