Indiantelevision.com Team

(14 April 2009 10:30 pm)

MUMBAI: Hit by the economic downturn plague, global advertising spends is set to see a dip of 7 per cent in 2009, reveals the latest study from ZenithOptimedia.

According to the Publicis Group's media buying unit, spending will fall 6.9 per cent to $453.2 billion revealing that the drop would be more than the 0.2 per cent forecast in December last year. Also, against the previous estimate of 6.2 per cent, US outlays will rise up to 8.7 per cent.

The study also indicates that apart from decline in the US and Western Europe, there will also be economic plunges in Brazil and Russia.

Meanwhile, television ad expenses are anticipated to decline 5.5 per cent globally. However, market share will increase to 38.6 per cent from 38.1 per cent demonstrating that marketers now will tend to reach those consumers who spend more time at home.

Newspaper spending will fall 12 per cent to $107 billion while magazines will drop 11 per cent to $49 billion.

According to the Zenith predictions, internet will be the only medium to witness increasing spending as it will be pushed up mainly by search advertising. Therefore, online spending could stand to gain about 8.6 per cent to $54.3 billion worldwide.