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The chief of advertising agency WPP has said that the UK is experiencing a greater shift from traditional to internet advertisingthan anywhere else in the world.

Sir Martin Sorrell told the Guardian that the share of advertising spend on the internet in Britain would be 14 per cent by November, compared to just two per cent in Spain.

The WPP chief executive added that he believed UK advertising market would be tough in 2006 but in other areas of the world this is improving.

WPP increased activity 4.5 per cent in the US and Europe compared to just 1.2 per cent in the UK.

"I think the UK will stay around these levels for the rest of the year."

"This is understandable as there are major structural changes occurring in the market. Look at network TV, such as ITV; it is under pressure," Sir Martin said.