TV’s Share of Global Ad Spend to Stall

TV’s share of the global ad market has risen steadily from 37% in 2005 to 39.9% in 2010, yet muted growth is expected for 2011 and 2012, according to [pdf] a December 2011 forecast from Zenith Optimedia. TV ad spend is expected to total about $184.3 billion USD this year, or 40.2% of the total ad market, and rise to $193.7 billion in 2012 to represent 40.4% of the market. However, beyond that, a slight decline is forecast to 40.3% in 2013 and 40.2% in 2014. Even so, Zenith predicts TV ad spend to contribute 41.1% of new ad dollars between 2011 and 2014. (more…)