Skip to main content

Traditional Ad Spending Worldwide Outlook


The traditional advertising industry is not the place to be right now -- unless you have a very high tolerance for stress. eMarketer reports that the decline in overall ad spending is not only continuing, it is getting steeper on a month-to-month basis.

As an example, ZenithOptimedia revised their ad spending forecasts downward. After forecasting a 6.9 percent decline in advertising spending worldwide in April, they're now estimating a drop of 8.5 percent.

Zenith analysts predict a recovery to begin in 2010, but not in North America. Q1 spending was lower than expected and Q2 outlays continued to slide. Zenith says total worldwide spending for 2009 will be $456.5 billion, down from nearly $500 billion last year.

Few markets are growing, such as China and India. Zenith predicts ad spending in China will increase by 5.4 percent in 2009, exceeding the UK to become the world's fourth-largest ad market.

The Internet is the only medium that will enjoy spending growth this year -- rising to an estimated $56.8 billion worldwide.

The Internet share of total ad spending will grow more than 2 percent. Shares for other media will remain relatively flat -- with the exception of newspapers, where the downward spiral has accelerated.

Business magazine advertising is apparently the next sector going into a free-fall of decline. Here's an example of the ad revenue results for some leading B2B publications.

Popular posts from this blog

How a Digital-First CEO Leads Transformation

Some leaders reject the notion that "wait and see" is the best response to disruptive change. Savvy senior executives are already driving digital business transformation throughout their organization in an effort to gain a bold strategic advantage. According to the latest market study by International Data Corp (IDC), Digital-First CEOs plan to drive at least half of their income from digital business products, services, and experiences by 2027 -- that's ahead of the market average of 39 percent. Driven by their response to the COVID-19 pandemic, these business leaders have changed how they think about the relationship between business and technology, and how they approach the next digital transformation era -- from scaling digital technology to guiding a viable digital business. Digital Business Market Development IDC defines digital business as value creation based on technology, which entails: 1) Automated customer-facing processes and internal operations; 2) Provision

Digital Solutions for Industrial & Manufacturing Firms

Executive leaders of fast-moving consumer goods (FMCG) are seeking guidance on how to apply new business technology in their manufacturing operations. CIOs and CTOs are tasked with gaining insight into the best solutions for digital transformation. ABI Research evaluated the impact politics, regulation, the economy, supply chain, ESG, and technology are having on FMCG, pharma, producers of steel, chemicals, pulp and paper -- as well as the mining and oil & gas sectors. Digital Transformation Market Development "Our assessment found that the FMCG sector is under pressure from all sides," says Michael Larner, industrial & manufacturing research director at ABI Research . Securing raw materials is challenging considering lockdowns in China and limited grain supplies from Ukraine. Supply shocks are raising input costs, and operating costs are rising with higher energy costs coupled with the pressure to pay higher wages and work sustainably. "We all hoped that with th

Retail Transformation Gains New Momentum

Forward-thinking retailers now have a bright future. In contrast, those that failed to enhance their business model via digital transformation have struggled, declined, and their assets were eventually liquidated. The key difference between these two business outcomes is applied strategic foresight. Even as the world continues to emerge from a global pandemic, retail is growing at levels not seen in the last two decades. Retail sales grew by 7 percent in 2020 and by over 14 percent in 2021, which is in stark contrast to the 3.7 percent annual growth between 2010 and 2019. The increased demand for retail has put a strain on supply chains and retail operations worldwide. As a result, retailers and stakeholders are turning to automation solutions such as mobile robotics for operational ease. Retail Transformation Market Development According to the latest market study by ABI Research, worldwide commercial robot revenue in retail stores will have a Compounded Annual Growth Rate (CAGR) of o