ZenithOptimedia improves ad spending outlook

Share this content:

ZenithOptimedia upgraded its global advertising spending forecast for this year, 2011 and 2012, predicting total increases of 2.2%, 4.1% and 5.3%, respectively. The agency also predicted that Internet advertising will continue to take a greater portion of ad expenditures for the next three years.

The Publicis Groupe-owned media agency also upgraded its global total ad spending prediction for this year, from a 0.9% increase to a 2.2% jump.

For North America, however, ad spending in major media, which includes newspapers, magazines, television, radio, cinema, outdoor and the Internet, will drop 1.5% to $154.5 billion this year from nearly $157 billion in 2009. In 2011 and 2012, however, North American ad spending will reach $157.3 billion and $162 billion, respectively, representing jumps of 1.8% and 3%, according to the study.

Internet advertising is poised to show considerable growth in the next three years, both in total spending and the percentage of overall expenditure it represents. For this year, Web advertising will increase to $62.6 billion from $55.4 billion in 2009. For 2011 and 2012, Web-based ad spending will jump to nearly $72 billion and $83.9 billion, respectively.

This year, the Internet's share of ad spending will reach 13.9%, up from last year's 12.6%. By 2012, the medium will account for 17.1% of total ad spending, according to the report.

While the television, radio, cinema, outdoor and Web spending categories will grow in the next two years, newspapers and magazines will not, according to ZenithOptimedia. Newspaper advertising will drop to $97.7 billion in 2010, $96.3 billion in 2011 and 95.4 billion in 2012 from 2009's $101.5 billion. In 2008, newspaper ad spending was $122.3 billion.

ZenithOptimedia's report also found that developing nations are recovering from the recession more quickly than their developed counterparts. The agency expects 2010 ad spending to grow 4.7% in the Middle East, 9.3% in Latin America, and 10% in the Asia-Pacific region, excluding Japan.

Last December, the agency predicted total global ad spending would jump 0.9% this year to nearly $448 billion. Group M predicted 0.8% growth to $448 billion, while Magna Global saw a more optimistic 6% increase to $380 billion.

A ZenithOptimedia representative could not be immediately reached for comment.


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above