The internet has had a greater impact on advertising in Britain than elsewhere, according to Sir Martin Sorrell, chief executive of WPP, the world’s second largest advertising and marketing company. WPP’s media planning and buying arm, GroupM, recently forecast that by November the internet would account for 14% of advertising spending in Britain, overtaking the share for national newspapers.This contrasts with a global average in mid single figures and with some markets, such as Spain where only 2% of all ad spending goes online, Sir Martin said. Advertising spending online still lags behind the usage of online media by consumers.

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