According to a PricewaterhouseCoopers report, Internet advertising spend is providing buoyancy for traditional media. It has surged 21 per cent year on year to £1.68 billion (R25.2bn) in the first six months of 2008.
The resilience of Internet ad spend in the downturn turned what would have been a 4.6 per cent year-on-year decline in UK advertising spend in the first half to a slide of just 0.7 per cent, according to the study.
“Online is not immune from the economic downturn, but while other sectors see falls in expenditure, the Internet is still experiencing an incredible increase and is propping up the entire advertising market,” the report said.
