The latest forecast from ZenithOptimedia predicts that global media spend will decrease by 6.9% during 2009, writes Brand Republic. In particular the firm expects drops of 8.7% in the UK, 8.3% in the US, 5.5% in Germany and 5% in Japan. All forms of media will see cuts except for online which is predicted to […]
The latest forecast from ZenithOptimedia predicts that global media spend will decrease by 6.9% during 2009, writes Brand Republic. In particular the firm expects drops of 8.7% in the UK, 8.3% in the US, 5.5% in Germany and 5% in Japan. All forms of media will see cuts except for online which is predicted to grow 8.6% worldwide this year to $54bn (overtaking magazines for the first time). Online’s share of global adspend will also grow, from 10.4% in 2008 to 12.1% in 2009, Only television will also increase its share (from 38.1% to 38.6%) though actual spend will fall 5.5% to $173bn.
The firm now expects positive growth to return in 2010, with the global spend forecast to rise 1.5%.
From Brand Republic: http://www.brandrepublic.com, 14/04/2009
ZenithOptimedia: http://www.zenithoptimedia.com
