Study: Entertainment Media Tops Online UK Spending in ’06
A study recently released by media analysts Thomson Intermedia covering all UK media spending in 2005 shows entertainment media and leisure to be the leading category of online advertising. Crediting the rise in popularity of online gambling sites like UK Betting and Oddschecker, the study found the entertainment sector’s spending to total 26% of all web-based advertising. The British portal BSkyB was the top internet advertiser for the final quarter of 2005.
Closely following entertainment media, IT and communications accounted for 20% of online spending. Retailers spent 13%, travel 9%, automotive companies 4%, and government and utilities 2%. Overall, online spending in the UK rose 5% from 2004.
In a press statement, Sara Thomson, chief executive of Thomson Intermedia, cited the rise in 2005 of paid-search advertising, but admitted that it is much harder to monitor than other methods of online advertising in studies such as this: “The internet is a famously accountable medium, in that advertisers can see quickly and precisely the impact of their spend,” she says. “However, it is also an opaque medium: the growth is in search-based ads, which the advertising industry cannot monitor.”
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