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BizReport : Advertising : January 19, 2012


Online ad spend to exceed newspaper, magazine spend combined

A milestone in digital ad spend will be passed this year, according to a new forecast from eMarketer, when online ad spend in the U.S. exceeds that of print ads in newspapers and magazines combined.

by Helen Leggatt

Online ad spending in the U.S. grew by 23% to just over $32 billion last year. This year eMarketer forecasts it will grow slightly more, 23.3%, to $39.5 billion.

Meanwhile eMarketer forecasts a 6.1% drop in magazine and newspaper print ad spending bringing the 2012 total to $33.8 billion.

This double-digit growth is set to continue in the U.S. until at least 2014 reaching $53 billion after which it drops down to single-digit growth. By 2016 online ad spend in the U.S. is set to reach $62 billion.

"Advertisers' comfort level with integrated marketing is greater than ever, and this is helping more advertisers - and more large brands - put a greater share of dollars online," said David Hallerman, eMarketer principal analyst.

Total ad spending is also forecast to grow despite worries about the economy. Total ad spending in the U.S. is expected to rise by 6.7% this year, to $169.5 billion, boosted by the U.S. elections and the Olympics in London. That's almost double the growth seen in 2011 when overall ad spend grew 3.4%, to $158.9 billion.






Tags: forecast, magazines, newspapers, online advertising, print advertising, print media, U.S. ad spend








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  • I think it only stands to reason that online ad spend will continue to grow as the increase of potential websites as advertising outlets is almost limitless.





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