Global advertising expenditure by medium

 

[ZenithOptimedia] now predict that the internet will overtake newspapers to become the world’s second-largest advertising medium in 2013. While [this has long been expected] to happen in the near future, this is the first time this event has fallen within [ZenithOptimedia’s] forecast period. Newspaper ad expenditure was still 51% larger than internet ad expenditure in 2010, but newspaper expenditure is shrinking by 1.4% a year, as circulations continue to fall in developed markets, and readers migrate to the internet. Meanwhile internet advertising continues to grow at breakneck pace, at a forecast average rate of 14.4% a year between 2010 and 2013. [ZenithOptimedia] forecast newspaper ad expenditure to fall from US$95.2 billion in 2010 to US$91.2 billion in 2013, while internet ad expenditure rises from US$63.0 billion to US$94.5 billion over the same period. 

 

This year display advertising has taken over from search as the main driver of internet ad growth. Display, broadly defined here to include online video and social media, has been invigorated by these fast-growing segments. Affordable, do-it-yourself tools to create streaming video ads have opened online video to small and local advertisers. Social media sites now attract huge audiences, though click-through rates and therefore costs are often very low. [ZenithOptimedia] expect global display ad expenditure to grow at an average of 16.4% a year to 2013, while paid search grows by 12.8% and classified by 10.2%. 

 

Television remains by far the largest medium and is continuing to increase its market share. Television attracted 40.4% of global ad expenditure in 2010, up from 37.3% five years earlier, and we expect it to attract 41.7% in 2013. Bigger and higher-quality displays, more channels delivered by digital television, and the convenience of PVRs mean people are watching more television than ever. [ZenithOptimedia] forecast television ad expenditure to rise from US$180.3 billion in 2010 to US$216.0 billion in 2013.

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