“Online advertising expenditure grew 4.6% to £1.75 billion in H1 2009, overtaking TV for the first time.”

The IAB states that the UK

“remains the world leader in terms of market share for online, with the medium accounting for 23.5% in the first half of 2009.”

The IAB also points out the growth in paid-for search, accounting for almost 60% of online advertising expenditure.

As new websites are launched and battle for advertising revenue, fragmentation of the market will continue and put more pressure on TV broadcasters.