• M&M Global , Thursday, August 30, 2012 3:52 PM

Digital will take a 15.3% share of the global ad market this year to become the second largest medium, overtaking newspapers at 14.4%, according to Carat’s latest ad spend forecast. The latest prediction is a revision from Carat’s March forecast, which tipped digital to take a 14.5% share of the ad market this year and newspapers 15%. The agency had originally forecast the crossing point to be in 2013. Television will maintain the greatest share of global ad spend in 2012 at 46.0%, followed by digital (15.3%), newspapers (14.4%) and magazines (9.4%). 

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