18 Feb 10

TV advertising by online brands increases by £170m

More web companies look to television to boost their presence

According to BrandRepublic, TV advertising by online brands has increased to £170m in the past five years as more web companies look to television to boost their presence.

Research from Nielsen Media Research, which has been analysed by the marketing body for commercial TV, Thinkbox, suggests TV spend now accounts for 71.5% of online brands' advertising investment, when online search is excluded.

The rise in TV spend from online brands is equivalent to an average of 172% a year, over the past five years. Thinkbox said the number of online brands advertising on TV had jumped from 34 to 289 in the same period. In 2004, TV ad spend by online companies was just £10m.

David Brennan, research and strategy director at Thinkbox, said some of the "most memorable and effective TV campaigns of the past year have been created by online brands, which is further proof of TV's healthy commercial relationship with the internet".

Source: BrandRepublic