Will the internet kill television?
Andrew GreenZenithOptimedia
BACKGROUND
The web is big business. $24.5 billion was spent on internet advertising globally in 2006, 31% up on the previous year.1 It represented around 6% of major media advertising.
Television, of course, is far bigger; $160 billion was spent by advertisers in 2006, 38% of the worldwide marketplace.
THE ISSUE
With more than a billion people worldwide now on-line,2 the internet is dominating the thoughts of marketers. It is more than just another medium. As Andrew Walmsley has pointed out: “It is a route to market...