TV advertising may worry about online but UK online brands have increased spend on TV by an average of 172 per cent a year over the past five years. Research by Nielsen Media Research on behalf of TV marketing trade body Thinkbox revealed online brand's spend on TV had increased from £10 million (E11.53) in 2004 to £180m in 2009.

Thinkbox said the growth supports the idea that TV can help generate online traffic as it found 94 per cent of people claimed to have gone online as a direct result of something they saw on TV.

According to the research, the effectiveness of TV in driving online traffic has been boosted by simultaneous web browsing and TV viewing. Some 54 per cent of online consumers go online at the same time as watching TV.

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