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BizReport : Research : January 18, 2008
2008 ad spend will be faster in 2nd half
The change will be only about 1%, but a recent forecast from TNS Media Intelligence suggests that the second half of 2008 will have a larger ad spend than the first half of the year. Researchers predict that online ad spending will increase 4.2% overall for the year; in the first half of the year the advertising spend will increase 3.6%.
In the second half of 2008, however, the ad spend is predicted to increase by 4.7% overall.
Jon Swallen, SVP Research of TNS Media Intelligence said, “Aside from the continued double digit growth rate of Internet display advertising, spending gains will be driven predominately by the powerful combination of Summer Olympics and record-setting levels of political advertising. Offsetting this, a weakened economy will have a dampening effect on the broader, core advertising market.”
Display ads are expected to see a 14% increase for the year while Spot TV ad are expected to increase by nearly 10%. Spanish Language advertising (radio/television/print) will be the third largest segment, with a forecasted growth of more than 7.5% over 2007 spending. Outdoor advertising (5.5% increase) and Cable Network TV (5% increase) round out the top five growth areas.
Most forecasts for the '08 spend have Internet ad spending increasing at the fastest rate.
Tags: ad spend, advertising
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Comments
Users of TNS data need to always remember that they don't include paid search advertising in their online statistics which makes their data rather flawed with regard to online trends. Paid search is the largest online ad unit and one of the fastest growing and needs to be included in any thoughtful online advertising forecast.
Posted by: Chris Lien on January 21, 2008 03:14