The End (of TV Advertising) Is Nye

New forecasts, reported in eMarketer, say that online advertising will overtake TV advertising next year in the UK. Already, the share of online in total advertising expenditure in the UK is the highest (at 10.5%) of any country in the world.

Will Ireland follow? Certainly our own research shows that advertisers are dedicating a growing share of their budgets to online - but off a much lower base. Nevertheless, with digital terrestrial television just a few years away, the end of TV's dominant share of advertising may well be nye in Ireland as well.