The 2008 Beijing Olympic Games will lift television's share of the global advertising market to record levels next year, despite the medium losing market share in North America and parts of Europe, reports the global media buying and planning group ZenithOptimedia.
According to Zenith's World Advertising Expenditure Forecast, worldwide television advertising spending in 2008 will be $182.4 billion (E128.1bn), up from $169.9 billion this year, thanks mainly to the increasing popularity of television advertising in Asia. Television is expected to have a 38.2 per cent slice of the global advertising market in 2008. “We expect coverage of the Olympics in Beijing to give an extra boost to television in 2008, particularly in China and its neighbours,” said a Zenith spokesman,
Zenith said that Internet advertising expenditure will increase by 85 per cent between 2006 and 2009. Global Internet advertising spend is forecast to be $33.7 billion in 2007 and $41.6 billion in 2008.