U.K. advertisers substantially reduced their budgets in the final three months of 2008 according to the IPA’s Q4 Bellwether report, published today. 49 percent said they had cut spending.
Online experienced less of a reduction than any other medium, with further growth in overall market share, which the IPA now estimates at 10 percent. Hardest hit in the fourth quarter were budgets for “main media advertising,” which includes TV, radio and press.
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