AdAge is reporting that a new ZenithOptimedia forecast predicts total ad spend in North America to increase by only 4.1% next year, with global ad spend growing 6.7%. According to the forecast newspapers, magazines, and radio ad spend will decline over the next two years with TV ad spend remaining flat.
Online ad highlights from the AdAge article:
It’s only online, of course, that the media business looks both fun and easy. Worldwide internet ad spending will climb to $44.6 billion from about $36 billion, increasing its share of the market to 9.4% from 8.1%.
“We predict internet advertising to pass three milestones over the next three years,” ZenithOptimedia’s forecast said. “We expect it to overtake radio advertising in 2008; to attain a double-digit share of global advertising in 2009; and to overtake magazine advertising in 2010, with 11.5% of total ad spend.”
Other interesting ad spend topics covered in the AdAge article:
- The quadrennial year: ad-boosting events such as the Olympics, a presidential election, and a European soccer championship all take place in the same year.
- The writer’s strike and TV market share.
- The shift in global ad spend from North America to markets “east of Eastern Europe.”
Data: Ad Outlays by Medium (pdf) provided by AdAge.
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