ZenithOptimedia has released an updated Adspend Expenditure report which predicts Internet spend will exceed newspapers as early as 2013.
AdExpenditure Trend by Medium: 2010 to 2013
TV share of spend will grow from 40.4% to 41.17%. With future growth expected largely from developing populous countries, TV as a mass medium will continue to thrive in volume even if growth slows.
Internet spend will grow from $63mn to $94mn. This growth will be driven by Display (Video & Social) as pace of Paid Search growth slows down
Newspapers share will drop from 21.3% to 17.6% as subscriptions drop and users migrate to digital delivery channels like smart phone apps and services like Twitter
AdExpenditure Trend by Market: 2010 to 2013
- Share of developing markets contribution in global ad expenditure will increase from 30.9% in 2010 to 35.1% in 2013
- The top 5 markets by spend – US, Japan, Germany, China & UK will still be at the top in 2013, with China overtaking Germany for 3rd spot in 2011.
- Australia currently #9 on the list with U$S 9,705mn will drop to 10th place in 2013 at $11,167mn, as Russia rises into the top 10 and Canada drops out.