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Global Advertising Expenditure Forecast - June 2008
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Global Advertising Expenditure by Medium
(US$ millions, current prices (currency conversion at 2007 average rates)
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Medium
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2008
($)
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2008 (share)
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2009
($)
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2009 (share)
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2010
($)
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2010 (share)
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Newspapers
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$131.9
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25.9%
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$133.3
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24.7%
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$136.1
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23.7%
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Magazine
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$59.2
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11.6%
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$61.4
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11.4%
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$63.6
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11.0%
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TV
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$191.9
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37.6%
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$201.9
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37.4%
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$213.2
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37.1%
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Radio
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$39.7
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7.8%
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$41.2
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7.6%
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$42.7
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7.4%
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Cinema
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$2.4
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0.5%
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$2.6
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0.5%
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$2.9
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0.5%
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Outdoor
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$32.8
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6.4%
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$35.8
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6.6%
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$38.7
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6.7%
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Internet
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$52.2
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10.2%
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$64.1
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11.9%
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$78.2
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13.6%
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Total
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$510.1
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$540.3
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$575.3
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Source: ZenithOptimedia, June 2008
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Highlights:
ZenithOptimedia forecasts world ad spend growth of 6.6% in 2008, up slightly from the 6.5% growth predicted in its March forecast.
Growth forecasts for 2008 have been downgraded from 3.7% to 3.5% for North America, and from 3.9% to 3.7% for Western Europe, but forecasts for the rest of the world are up from 11.1% to 11.8%
Internet ad growth continues to run ahead of expectations with Western advertisers shifting even more of their budgets online:
- Zenith now expects internet advertising to grow 26.7% and break through the 10% share barrier this year, a year earlier than predicted just three months ago.
- By 2010, it is expected to attract 13.6% of all advertising, well ahead of Zenith’s previous prediction of 12.3%.
Newspapers, magazines, television and radio are all losing share to the Internet, with newspapers suffering the most:
- Newspapers’ share of the global ad market fell by 7.6 percentage points in the 10 years to 2007, and Zenith expects it to fall another 3.5 points by 2010.
- It expects 4% growth in nominal newspaper ad expenditure between 2007 and 2010, but this equates to a 6% drop after adjusting for expected inflation.
Outdoor is the only other medium to be gaining market share (6.2% in 2007 to 6.7% in 2010). As well as investing in traditional displays, contractors are installing interactive digital billboards, making outdoor more attractive to advertisers.
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Access the ZenithOptemedia press release.
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