• Hollywood Reporter via Adweek, Friday, March 14, 2008 10:15 AM

Total worldwide net TV ad revenue will swell increase almost 6% to $123 billion this year, according to one new forecast, riding out -- at least temporarily -- the current economic downturn in some top markets. A study by industry analysts Informa says that growth will be led in part by the Olympic Games in Beijing, one factor that will help revenue top the 2007 growth rate of 3.5%.

But while North America has the largest share of the total TV advertising market -- 62% -- that is expected to fall while other regions rise. The robust outlook comes among predictions that advertising is set for a 2008 slump, with News Corp. chief Rupert Murdoch, among others, indicating pessimism about the state and future of the U.S. economy. Looking further out, Informa says that by 2012, global TV advertising will hit $148 billion, up 21 percent from the current year. And "pay TV advertising will grow faster -- up 39% over the same period -- to reach $25 billion by 2012, or 17 percent of total TV advertising."

Among the fastest-growing countries are Russia and Romania, both expected to double their totals, while rapid growth is also expected in India and Indonesia. The global average for net television advertising per TV household will be more than $100 with the U.S. still No. 1 at $380, while China comes up the back at just $10.

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