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At least this happened in Britain. Internet is now the most important promoting medium for the UK in the first half, leaving behind broadcast television advertising, for the first time in history. According to reports made by Price Waterhouse Coopers (PWC) for the Internet Advertising Bureau (IAB), the online advertising spending increased to 1.75 billion pounds, representing 23.5% of the total amounts invested by advertisers. Most of this amount comes from advertising through search engines. TV industry recorded a decline of about 17% of advertising revenue, compared to the first half of last year, attracting only 1.6 billion pounds.