Where the dollars go, and are going

If you are on those people who likes to throw up a spreadsheet grid in your presentations to show where ad dollars are allocated and how the money is moving, you might like this one from the Center for Media Research (a wing of MediaPost), based on ZenithOptimedia numbers.

Share Of Total Adspend By Medium 2005-2009 (%)
  2005 2006 2007  2008 2009
Newspapers

 29.7

29.0

 27.8

26.9

26.2

Magazines

13.2

12.8

12.5

12.2

12.1

Television

37.8

37.9

37.9

 38.2

38.1

Radio

8.6

 8.3

8.1

 7.9

7.8

Cinema

0.4

 0.4

0.4

 0.4

0.5

Outdoor

5.5

5.6

5.7

5.8

5.9

Internet

 4.8

6.1

 7.5

8.7

9.5

Source: ZenithOptimedia, December 2007

Or if ya want sumthin purdy, how about this one on market share?

The source is also the Center, which reports:

Updating global ad forcasts, ZenithOptimedia provides new projections that lowers US advertising growth from the previous 3.3% in 2007 to a now expected 2.5% primarily due to a credit squeeze and continued slump in housing market.

Additonally, the report notes that in spite of the many challenges that television faces: the spread of PVRs; migration of viewers from premium mass-audience channels to cheaper specialist channels; and competition from the internet, television will increase its share of global ad expenditure from 37.9% in 2007 to 38.2% in 2008, an all-time record.

The report suggests that the Olympic Games will help lift television’s share of the global ad market in 2008, while Online video and local search will drive a 30% growth in internet ad expenditure this year – nine times faster than the rest of the ad market.

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