What medium do advertisers spend the most on nowadays? Well that all depends on what country we’re talking about. In the United States, television advertising still dominates, in terms of spending. On the other hand, the economy has pushed advertisers to shift their spending over in the United Kingdom. According to Reuters, online advertising has surpassed television advertising as the number one medium in which to advertise in the UK. This is the first major market where the internet has overtaken television as the top place to spend money on ads.
One thing you have to keep in mind is that the UK’s largest network, the BBC, is publicly funded and free of commercials. This would be like one of the large networks in the United States not charging for advertising. Obviously, that’s a large percentage of the television market and it is difficult to compare the numbers from the UK to the United States. This is, however, a sign that advertisers are beginning to spend more and more money in the online arena. While advertising in the United States has a long way to go until online advertising overtakes traditional television, this is a sign of what could happen in the future.