Online advertising spending in the UK has overtaken television expenditure for the first time, a report has said.

Online spending grew 4.6% to £1.752bn in the first half of 2009, while TV spending shrank 16.1% to £1.639bn.

Overall advertising fell 16% compared with the same period in 2008, said the study by the Internet Advertising Bureau and PricewaterhouseCoopers.

E-mail campaigns, classified adverts, display ads and search marketing are all classed as online advertising.

The body representing UK commercial television broadcasters said that the comparison was unfair.

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