LONDON - According to a new study from accountancy firm KMPG and Thomson Intermedia, spending on digital and direct media rose by 22% year-on-year in the first three months of 2006.
Between them the two platforms accounted for a quarter of all UK media spend, compared to a fifth just one year ago.
Online display advertising reversed its apparent decline from the last quarter with 16% growth, while spend on household direct delivery media was up 5%.
Though traditional media spend fell year-on-year for the first time in three years, overall adspend was up 3.2%.
Spend on TV advertising fell 2.6% to just under £1 billion ($1.89bn; €1.47bn) in the first quarter of this year as travel, toiletries/cosmetics and entertainment, media and leisure advertisers moved more of their TV budgets online.