Advertising Metrics: Internet Replaces TV As Most Preferred Medium

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According to a study by global market intelligence firm Synovate, television is no longer king of the media hill. The new boss is the internet, of course.  As advertising metrics go, a bigger change is hard to find.  This is a watershed moment for the digital display ad industry, media planners and media historians.

While 69% said they could not live without television or would miss it significantly if it wasn't available, more (70%) said the same of the Internet.

The British have the biggest dependency on the Internet, found the study, with 92% citing it as absolutely necessary to their day to day lives.

Across the globe the Spanish (91%), Australians (90%), Dutch (89%) and Americans (89%) say the same.

"It's not just information and entertainment, it's communication and networking," said Synovate Director, Philip Shaw, of the British audience.

"The Internet's multifaceted nature makes it more compelling. This is something that TV cannot match. Advertisers are increasingly moving marketing budget online. For now, they need to ensure campaigns are effectively integrated across all media but platform convergence means that we will soon cease to think of TV and the Internet as separate things."