In what’s believed to be a first for a major ad market, internet advertising has overtaken TV ad spending in the U.K.

Web advertising now accounts for almost 24% of ad spending in the U.K., compared to TV, which has a 22% share. These figures come from a biannual report from Internet Advertising Bureau in the U.K. and were first reported by Reuters.

But before you get too excited, consider that the U.K. TV market is a highly restricted one with a massive player that doesn’t take ads (BBC) and one that’s been particularly battered during the recession. On top of that, online spending in the U.K. has been anything but immune to the recession, with its torrid rates of growth seen as recently as early 2008 falling off dramatically.

Aqui no Brasil a coisa é mais feia: não só o mercado online é menor como boa parte da verba é gasta em banners nos grandes portais. Então nada de comemorar, ainda, amigo.