19 June 2009
Canadian ad spend prediction: "It's all going digital"
TORONTO—By 2013, Internet advertising, including mobile, will be a $2.1 billion industry in Canada, according to predictions from the annual “Global entertainment and media outlook” from PricewaterhouseCoopers (PWC).

Meanwhile, print advertising—including magazines, newspapers and directories—is set to decline across the board.

PWC forecasts that print advertising in magazines will drop by 2.3% over the next five years, while trade magazine ads will dip 5.5%. Out-of-home media is poised for a modest 1.5% growth by 2013, PWC predicts.

The trends are similar globally: Internet advertising is expected to grow by 7.3% into an $83.09 billion industry, while all print mediums are set for small declines.

"What we are sure about is that this recession will last longer than previous ones due to a steeper downturn and that the impact on advertising will be particularly significant," says Tracey Jennings, leader of the PwC Canada E&M practice. "E&M is not immune from the decline in consumer spending either—in Canada, consumer spending in E&M will fall by a projected 4.9% in 2009, remaining weak in 2010 and seeing only relatively low growth at 2.2% CAGR by 2013. Overall Canadian advertising spend will actually decrease a total of -0.5% CAGR by 2013, reflecting lower ad spending across traditional segments. Consumer spending, however, will rebound more quickly from the recession. In fact, by 2013 consumer spend on E&M is projected to outpace GDP."

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