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BizReport : Advertising archives : April 02, 2007

ZenithOptimedia announces revisions to global ad spend outlook

Online ad spending will overtake radio a year earlier than previously forecast, says ZenithOptimedia in today’s announcement, in which they revised their global ad spending outlook.

by Helen Leggatt

zenithoptimedia-logo.gifThe media planning and buying firm, ZenithOptimedia, now expects the internet to account for 8 percent of the world's total advertising spending in 2008, compared with 7.9 percent for radio. They also suggest that the internet will grow six times faster than traditional media between 2006 and 2009 with its share of the ad market jumping from 5.8 per cent to 8.7 per cent.

However growth in ad spending will slow in the U.K, Western Europe and the U.S. Predictions for Western Europe and the U.S have been lowered to 3.7 percent and 3.5 percent respectively.

“We forecast the internet to account for nearly nine percent of global adspend by 2009, and its share should reach double digits early next decade," announced ZenithOptimedia. "The internet already attracts more than 10 percent of ad spend in three markets – Norway, Sweden and the UK – and by 2009 we expect to do so in 11 markets.”

Tags: advertising forecast, advertising spending, online advertising, ZenithOptimedia

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