Emerging markets boost global TV adspend

by Ben Bold, Brand Republic 01-Oct-07, 10:50

LONDON - Next year's Beijing Olympics will give the global TV advertising market a much needed boost, driving up its share of media to a record-breaking 38.2%.

According to ZenithOptimedia's World Advertising Expenditure Forecast, global advertising expenditure will be $182.4bn, up 6.8% on this year's forecast figure ($169.9bn).

The global increase in TV spend is largely driven by Asian countries such as China, which are experiencing a sudden surge in brand investment.

ZenithOptimedia forecasts that TV's share will grow by 0.5% to 41.3% in China, by 0.3% to 42.5% in Asia-Pacific and by 0.3% to 38.2% across the world.

However, the picture for Western European TV is not as rosy, with a decline in TV spend set to continue. TV's share of adspend is predicted to fall 0.5% to 30.4% between 2007 and 2008.

The report revealed that this year, online video and local search activity will increase marketing spend by 30%, a rate nine times faster than the rest of the advertising media.

Newspaper advertising will continue to be hard hit, according to the report, particularly by a continuing decline in display advertising. ZenithOptimedia predicts that worldwide newspaper ad expenditure will fall from 29% in 2006 to 26.2% in 2009.

Conversely, the report bodes well for outdoor advertising, which is predicted to rise from 5.6% in 2006 to 5.9% in 2009.