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11 April 2011
ZenithOptimedia revises ad spending projections down
TORONTO—Media services group ZenithOptimedia has adjusted its previous forecasts for global ad expenditures in light of the Japan earthquake and Mid-East instability. The group now calls for ad spend growth of 4.2 per cent, down from a December 2010 estimate of 4.6 per cent.
Growth in 2012 global ad expenditure is predicted to be 5.8 per cent.
ZenithOptimedia forecass spending in North America to average out around 3.1 per cent a year between 2010 and 2013. Developing markets – those defined as outside North America, Western Europe and Japan – will increase their share of the global ad market from 30.9 per cent in 2010, to 35.1 per cent in 2013.
Zenith foresees the rise of three developing countries in the world’s top ten ad markets: China, with average growth of 13.6 per cent annually to 2013, Brazil (15.4 per cent growth per annum to 2013) and Russia (23.3 per cent growth per annum until 2013.)
Sorted by medium, television is experiencing the largest boom in ad spending growth, going from US$165.5 billion in 2009, to a projected US$215.9 billion in 2013. Simultaneously, magazine and newspaper advertising experienced a slump.
The share of ad spending by media is broken down below:
| Share of total ad spending by media | 2009 | 2013 |
| Newspapers | 23.0% | 17.6% |
| Magazines | 10.4% | 8.3% |
| Television | 39.1% | 41.7% |
| Radio | 7.5% | 6.8% |
| Cinema | 0.5% | 0.5% |
| Outdoor | 6.7% | 6.8% |
| Internet | 12.8% | 18.3% |
— Tom Czerniawski
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