UK Internet Advertising Bureau says TV was eclipsed by the internet in the country s total ad spend for the first time. Reported by Reuters, the study covering the first half of 2009 says web ads accounted for 23.5 percent of all advertising compared to 21.9 percent for television.  The UK ad market saw a slump overall, with the broader media sector including television, print and outdoor display falling 17 percent in the period.

The rate of growth in online advertising declined, measured at 4.6 percent compared to 21 percent a year ago. Bureau chief Guy Phillipson believes there will be further online growth in 2010 with a jump to double digit growth in 2011. Search accounted for 60 percent of all online advertising in the UK. Online growth is in-part being driven by cheap broadband. Read more at Reuters.