Are online advertising budgets feeling the financial pain?

What is likely to happen to the health of online advertising on a global basis if ‘sub-prime’ lenders who were prolific advertisers are likely to pull their online advertising budgets?
 
Some of our contacts at various UK trade magazines that relied on sub-prime advertisers are already feeling the pinch. See what is happening to the UK mortgage lending market.
 
The question is: “Globally-speaking, sub-prime lenders have been some of the biggest web advertisers until the recent credit crunch. How will this lost revenue impact the health of UK internet-related business and/or the economy in general?”