In the UK, Initiative is predicting that spending on the internet will rise 26.3% to $1.34bn [figures are supplied in US dollars], overtaking radio, which will rise 1.3% to $1.17bn.
TV will remain the top medium, with a 3.1% rise to $7.77bn, ahead of press, which will drop 0.3% to $6.06bn. Outdoor will take third place with 6.3% rise to $1.78bn.
At a global level, Western Europe is expected to show the lowest growth in all regions in 2006, at 3.6%. Initiative predicts that it will be overtaken by Asia as the second largest advertising region in the world this year. China is expected to grow by 18.4% in 2006, compared with 37.1% in 2005.
The US, the world's largest market ahead of Japan and China, is predicted to grow 4.6% to $168.32bn.
The internet's growth in mature markets such as the US and Western Europe will take it to fourth place in the global media league. Initiative expects it to take fourth place by rising 27% to $23.7bn, overtaking outdoor's 6.5% rise to $23bn.
TV and cinema will see healthy growth of 6.8% and 5.9% respectively, but press and radio will lag with rises of 2.1% and 2.8% respectively.
Initiative said: "Looking at the overall media landscape, the most important trend concerns the tendency among advertisers to shift parts of their budget from above-the-line to below-the-line activities. More price promotions and the prospect of increasingly efficient one-to-one advertising are boosting below-the-line's appeal at the expense of above-the-line."
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