Summary:

ZenithOptimedia is revising up its forecast for 2010 global ad spend, from +3.5 percent to +4.8 percent.

Its 2011 forecast is up, too, from…

ZenithOptimedia is revising up its forecast for 2010 global ad spend, from +3.5 percent to +4.8 percent.

Its 2011 forecast is up, too, from +4.5 percent to +4.6 percent, but this now looks like a dip from an unexpectedly strong 2010.

Here are our charts on how the next few years will pan out, according to ZenithOptimedia…

“The internet continues its steady rise, increasing its global market share from 10.5% in 2008 to 12.8% in 2009. By 2012 we expect it to account for 16.5% of total expenditure, just 2.5 percentage points below newspapers.

“Newspapers have been losing share every year since 1987, when they accounted for 40.6% of expenditure. By 2009 that share had fallen to 23.0%, and we expect it to fall further to 19.0% in 2012.”

“Display

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