LONDON: Meanwhile, viral advertising may be booming thanks to the rapid growth of broadband internet access, but research in the UK claims many consumers are failing to get the message.
LONDON: UK television advertising failed to capitalise on this summer's soccer World Cup tournament, traditionally a cash cow for commercial broadcasters.
Total media spend grew by 8% year on year for the second quarter, from £2.48 billion ($4.63bn; €3.63bn|) to £2.68bn, according to research from Thomson Intermedia and KPMG.
But TV adspend gained just 1%, despite the Germany-hosted World Cup, and the medium's outlook for the rest of 2006 remains "gloomy", says the report.
ITV1, the flagship channel of the UK's biggest commercial broadcaster ITV is expected to be down "at least" 10% for the year.
Outdoor advertising also performed very poorly, says the research, with Q2 figures down 5% year on year.
Cinema advertising, however, surged by 58%, from £27 million to £43m, on the back of blockbuster movies such as The Da Vinci Code and Ice Age 2.
Online display adspend rose 26% year on year for the top 20 websites from £28.8m to £36.4m, while press spend increased by 8% from £666.9m to £720.8m.
Radio's spot advertising revenues grew by 3% from £69m to £71.8m - a result that the report describes as "disappointingly below [the] all media average".
A survey by YouGov and viral seeding agency Kontraband shows 53% of viewers do not realise that virals are a commercial marketing tool.
Comments marketing consultancy MD Justin Kirby: "The huge number of companies getting involved are like moths to a flame to try to tap into what was an underground technique that, now it has become mainstream, is increasingly hard to get cut through."
Kontraband MD Richard Spalding believes that up to 80% of commercial virals are not good enough for consumers to even think of passing on to friends.
"It's more a case of clients using viral mechanics to try and spread their message cheaply online."
Data sourced from MediaGuardian.co.uk; additional content by WARC staff