With the credit crunch creating economic turmoil, media buyer ZenithOptimedia recently slashed its global ad spending forecast to show 4% growth in 2009, down from its original prediction of a 6% increase. ZenithOptimedia figures that the crisis favors the Internet as an advertising medium because it offers marketers better levels of measurability. Here is ZenithOptimedia’s forecast on a media-by-media basis.
(Millions of U.S. dollars)
| Media | 2006 | 2007 | 2008 | 2009 | 2010 |
| Newspapers | 127,473 | 130,032 | 128,277 | 127,217 | 128,444 |
| Magazines | 56,040 | 57,920 | 58,433 | 59,407 | 61,279 |
| Television | 168,355 | 179,268 | 187,496 | 193,854 | 203,770 |
| Radio | 36,990 | 38,391 | 39,496 | 40,033 | 41,324 |
| Cinema | 2,031 | 2,265 | 2,458 | 2,664 | 2,910 |
| Outdoor | 28,048 | 31,050 | 33,132 | 35,117 | 37,852 |
| Internet | 30,404 | 41,038 | 51,054 | 61,729 | 75,803 |
| Total | 449,341 | 479,964 | 500,319 | 520,021 | 551,283 |
| Source: ZenithOptimedia | |||||
Good post, thanks
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