According to several industry watchers, the global ad market appears ready to stabilize in 2010. This growth is largely related to the improving economies of emerging markets such as South America and Asia Pacific. Ad industry revenue generally lags behind economic recoveries, so in the U.S., tepid or no growth may be the general trend for 2010.
Globally, there will be some differences in growth rates by media type according to projections by Zenith Optimedia:
- TV $174.9 billion (up 2%)
- Internet $60.4 billion (up 11.6%)
- Outdoor $29.6 billion (up 2.1%)
- Cinema $2.2 billion (up 2.4%)
- Radio $33.1 billion (down 1.5%)
- Magazines $43.1 billion (down 4.5%)
- Newspapers $97.9 billion (down 4.1%)
Depending on who you believe, the U.S. ad market will either grow 0.2% to $162.7 billion (Magna) or shrink 2.6% to $144 billion (Publicis Groupe's Zenith Optimedia) in 2010. Marketers with international operations may prove to be ones who increase their ad spending next year. And they may be spending in a new pattern according to Emily Steele who writes for the Wall Street Journal. Marketers may still make an initial purchase on TV but they'll then shift to using targeted, and probably less expensive, marketing online.
[Source: Steele, Emily. Forecasters Predict Ad Stabilization in 2010, Wall Street Journal, 12.07.09]