ZenithOptimedia Releases Report on Olympic Boost to TV Advertising

LONDON, October 1: According to ZenithOptimedia,
television’s share of the global ad market will rise to a record 38.2 percent
in 2008, thanks to the Olympic Games in Beijing.

Ad revenues in total next year will rise to $477.9 billion,
up from $448.4 billion this year, with TV advertising accounting for $182.4
billion. Internet advertising will rise to $41.6 billion, an 8.7 percent
share—almost double the 4.8 percent share recorded in 2005—driven
by online video and local search functions. The research also notes that
between 2006 and 2009, Internet adspend will grow by 85 percent, taking a
9.5-percent share of the ad market by 2009.

While ZenithOptimedia notes that TV ad share will rise to a
record 38.2 percent next year, the medium’s share in North America next year
will fall to 32.4 percent, while in Western Europe it will fall to 30.4
percent. In China, meanwhile, TV ad share will rise to 41.3 percent, while
across the region it will be up 42.5 percent.

In 2008, North America will still account for the largest ad
market, of $195.2 billion, followed by Western Europe’s $113.4 billion, Asia
Pacific’s $104.1 billion, Central and Eastern Europe’s $33.2 billion, Latin
America’s $23.5 billion and finally Africa/Middle East/Rest of World’s $18.9
billion. Year-on-year in 2008, the fastest growth will be recorded in
Africa/Middle East/Rest of World (19 percent), followed by Central and Eastern
Europe (17.6 percent).

The list of fastest-growing ad markets is led by Serbia,
where ad revenues are projected to rise 308.8 percent from 2006 to 2009.
Rounding out the list are Qatar, Kazakhstan, Egypt, United Arab Emirates,
Russia, Ukraine, Moldova, Belarus and Romania.