Internet Ad Spending Outpaces Traditional Media Worldwide A new report from ZenithOptimedia calculates that print, broadcast, cinema, out-of-home and Internet advertising expenditure
make up 0.99% of economic output in 57 countries around the globe, and projects that ratio to remain stable in 2005 and 2006.
Europe ad expenditures remain on course to grow faster than US
spending in 2005. Europe's advertising-to-GDP ratio has recovered to a healthy trend rate of 0.80% and rising. Germany and Italy recovery is strong, too. Spain's ad growth is in line with its vigorous
economy and France should sustain stable ad-to-GDP ratios not seen since before the bubble of the late 1990s.
Worldwide Ad Spending ($ in billions, %chg previous year)
| 2002 | %chg | 2004 | %chg | 2006 | %chg |
| North America | $155.6 | 1.8 | $167.8 | 6.0 | $183.6 | 5.2 |
| Europe | 88.2 | -2.3 | 93.3 | 4.7 | 102.4 | 5.1 |
| Asia-Pacific | 66.2 | 1.0 | 74.8 | 7.3 | 83.4 | 5.5 |
| Latin America | 13.7 | -18.5 | 14.7 | 4.7 | 16.5 | 6.7 |
| Africa, Middle
East, Rest of world | 11.6 | 22.5 | 15.6 | 13.4 | 19.3 | 11.2 |
Source: ZenithOptimedia, October 2004
Emerging markets are now contributing more to the world ad market, having recovered from various shocks
and financial crises at the end of the last decade.
Ad Spending Worldwide (% of total spending)
| 2002 | 2004 | 2006 |
| Newspaper | 30.6% | 29.9% | 29.6% |
| Magazines | 13.9 | 13.5 | 13.4 |
| TV | 37.1 | 37.5 | 37.7 |
| Radio | 9.0 | 8.8 | 8.7 |
| Cinema | 0.4 | 0.4 | 0.4 |
| Outdoor | 5.4 | 5.3 | 5.2 |
| Internet | 2.9 | 3.5 | 4.0 |
Source:
ZenithOptimedia, October 2004
It is important to note that since ZenithOptimedia's projections are for "major media" only, they tend to be on the lower end of the spectrum of ad spending
estimates, says eMarketer
You can find out more here.