Traditional TV advertising will be less rosy--only climbing around 6% per year, hitting $228 billion in 2012. The TV network market climbed at about the same rate, 6.2% in 2006; there were 6.3% gains in 2003 and 2005.
Multichannel TV advertising will be the fastest-growing part of the TV business. High-definition television TV and new channels will also boost advertising on free-to-air channels. Worldwide TV advertising was $172 billion in 2006.
Internet advertising rose 37.9% in 2006 for the Internet worldwide. U.S. spending on Internet advertising and access will surpass spending on newspaper publishing in 2009, says PricewaterhouseCoopers.
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Globally, PricewaterhouseCoopers says all advertising will increase at an average rate of 5.4% per year for the next five years--rising to $531 billion in 2011, from $407 billion in 2006. In five years, the Internet will comprise 14% of the worldwide advertising market, at some $73 billion. TV will comprise 43% of the worldwide advertising market.
Out-of-home will be the second-fastest-growing advertising medium, with an average growth rate of 6.5% per year.
The consultancy says the U.S. will be the largest market but the slowest-growing piece of the entertainment and media arena, only pegged to grow at a compound annual rate of 5.3%, reaching $754 billion in five years.
Asia Pacific will continue to be the fastest-growing region, posting double-digit increases in Internet, TV distribution, casino and other regulated gaming and video games. Spending in Asia Pacific will average 9.6% annual growth--the fastest of any region--increasing from $297 billion in 2006 to $470 billion in 2011.