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Global Television Ad Spend
This year, the forecasters expect TV’s share of global ad expenditures to reach 40.4% (US $200.5 billion), a new peak. TV won’t make a sudden fall, either – predicted to maintain that share of spend in 2013, before only inching down slightly in 2014, to 40.3%.

Share of Global Ad Spend, by Medium

% Share

2010 2011 2012 2013 2014
Newspapers 21.4% 20.2% 18.9% 17.9% 16.8%
Magazines 9.8% 9.4% 8.8% 8.3% 7.9%
Television 39.7% 40.2% 40.4% 40.4% 40.3%
Radio 7.1% 7.1% 7.0% 6.9% 6.7%
Cinema 0.5% 0.5% 0.5% 0.5% 0.5%
Outdoor 6.7% 6.6% 6.5% 6.4% 6.3%
Internet 14.7% 16.0% 17.8% 19.6% 21.4%

Television still accounts for 40% of Global Ad Spend, and no sudden shifts are expected says ZenithOptimedia in its latest forecast.

When it comes to total ad expenditures on a global basis, the forecast is relatively bright, at 3.8% growth in 2012

Other Findings:

  • The US is expected to account for 29% of the US$69 billion in new global ad spending between 2011 and 2014, or $19.8 billion.
  • Developing markets will contribute 59% of ad spend growth, led by China ($11.6 billion), Brazil ($5.4 billion), and Russia ($4 billion).
  • The US remains the largest ad market, with spending of $154.1 billion, ahead of Japan ($49.9 billion) and China ($32.3 billion).

Source of the Data: ZenithOptimedia

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