A new report has suggested that online will become the largest advertising medium in the world within three years. The research from IHS Markit looked at growth patterns across all ad mediums, with results estimating a change which would see television knocked off the top spot globally. Whilst globally, TV made up 36% of global ad revenue and online accounted for 30%, in countries with higher internet penetration rates, such as the UK, online already accounts for 50% of all revenue. IHS Technology's principal analyst, Eleni Marouli, said that TV was helped this year by “events such as the Olympics, the European Football Championship and the US elections”, all of which happen every four years.Â
