ZenithOptimedia upgrades global adspend forecast
ZenithOptimedia has upgraded its 2010 forecast for global adspend growth from 2.2% to 3.5%.
Global growth is expected to rise steadily over the next three years, with 4.5% growth in 2011 and 5.3% in 2012.
Growth in Western Europe is expected to hit 2.2% in 2010, up from Zenith’s previous forecast of 0.4%.
Television will attract 40.8% of total ad expenditure in 2012, up from 39.2% in 2009 and 38% in 2008, said Zenith. Newspapers’ share of spending was 23% in 2009 and this is expected to fall further to 19.2% in 2012.
By 2012, internet is expected to account for 17% of total expenditure, two percentage points below newspapers, up from 12.7% in 2009. Paid search accounted for 50.2% of all internet expenditure in 2009, and this proportion is forecast to rise to 52.6% in 2012.
A recent forecast from eMarketer predicted that UK internet advertising will reach £3.79 billion this year, while Magna forecast that total UK adspend will grow 4% this year.