Chart: Dividing Up the Ad Spending Pie

Jan 16, 2008  •  Post A Comment

The Internet is gaining a bigger share of advertising spending, even without two popular forms of online advertising—search and video—factored in. In its forecast for 2008, TNS Media Intelligence sees the Internet’s gains coming at the expense of radio and newspapers. TNS makes its share projections in rolling two-year increments in order to account for the biennial fluctuations caused by the Olympics and elections, which have historically benefited television. On that basis, the Internet’s share of ad dollars will pass radio during the 24 months of 2007 and 2008 vs. 2007 and 2006.

Share of Measured Advertising Spending by Media:
2007-08 vs. 2006-07
Media Type

24 Months

24 Months
Television 44.1% 44.0%
Magazines 21.1% 20.9%
Newspapers 17.2% 18.2%
Internet 8.0% 7.1%
Radio 7.0% 7.3%
Outdoor 2.6% 2.6%

Source: TNS Media Intelligence
Note: The sum of the individual media may differ from total due to rounding.

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