According to WPP’s Group M, the first country where Internet ad spend will surpass that of TV will be Sweden, and it will happen in… 2008. U.K and Denmark will follow. Interestingly enough, Swedish broadcast statistics institute MMS released a report in late 2007, stating that two out of five Swedes between the age of 16 and 30 regularly watch pirated TV shows. Unsurprisingly, Sweden is the also the country that gave us The Pirate Bay and features a very high percentage of population involved in filesharing.
A good write-up on the study, with all the details, was done by The Guardian here
