While the spending of ad dollars on TV is clearly down in this economy, the silver lining is that TV’s share of ad spending will actually increase this year over last year, according to a new forecast by media agency giant ZenithOptimedia.
TV’s share of ad spending, on a global basis, was 37.3% in 2007. It rose to 38% last year, and is predicted to be 38.6% this year and 39.3% next year.
During the same four-year time frame, ad spending on the next largest medium, newspapers, will drop from 26.9% to 22.2%. Magazines will also decline over the four years.
On a percentage-wide basis, according to the ZenithOptimedia report, the biggest gainer in global ad share will be spending to advertise on the Internet.
Share of spending on the Internet was 8.7% in 2007. By 2010 it is expected to rise to 13.8%.