Zenith Optimedia Ad Spend Data
Zenith Optimedia – one of the world’s largest media buying companies – recently released details related to projected advertising spending for 2011.
And the winner is (quelle surprise): TV.
Overall, spending is projected to increase more than 2.2% in 2011 and even bigger gains should be seen in 2012 and 2013. The big jump in 2012 will likely be on account of the Presidential race in the US and the Olympics.
Largest Ad Markets
| Top Ten Ad Markets (US$ Million, Current Prices; Currency Conversion At 2010 Average Rates) | |||||
| 2010 | 2013 | ||||
| Rank | Country | Adspend | Rank | Country | Adspend |
| 1 | USA | $151,665 | 1 | USA | $165,977 |
| 2 | Japan | 46,153 | 2 | Japan | 47,630 |
| 3 | China | 26,122 | 3 | China | 38,854 |
| 4 | Germany | 23,791 | 4 | Germany | 25,429 |
| 5 | UK | 18,086 | 5 | UK | 19,656 |
| 6 | Brazil | 14,716 | 6 | Brazil | 17,587 |
| 7 | France | 12,564 | 7 | France | 13,465 |
| 8 | Australia | 11,246 | 8 | Australia | 12,313 |
| 9 | Italy | 10,296 | 9 | Canada | 12,098 |
| 10 | Canada | 10,041 | 10 | Russia | 11,413 |
| Source: ZenithOptimedia, October 2011 | |||||
Ad Spending by Medium
I love seeing these numbers because they show just how much the Internet and digital spending has been increasing over the last few years. It also reminds us that in 2009, digital spend exceeded magazines and in 2013, it will exceed print (although we already know that this actually happened last year).
| Advertising Expenditure By Medium (US$ Million, Current Prices Currency Conversion At 2010 Average Rates); And Share Of Total Adspend | ||||||||||
| 2009 | 2010 | 2011 | 2012 | 2013 | ||||||
| Newspapers | 96,973 | 23.0% | 95,416 | 21.5% | 92,802 | 20.2% | 91,911 | 19.0% | 91,334 | 17.9% |
| Magazines | 43,633 | 10.5 | 43,741 | 9.8 | 43,224 | 9.4 | 43,060 | 8.9 | 42,909 | 8.4 |
| Television | 160,199 | 38.4 | 176,826 | 39.8 | 184,929 | 40.2 | 196,182 | 40.5 | 207,056 | 40.5 |
| Radio | 31,778 | 7.6 | 32,169 | 7.2 | 32,899 | 7.1 | 33,906 | 7.0 | 35,117 | 6.9 |
| Cinema | 2,107 | 0.5 | 2,315 | 0.5 | 2,423 | 0.5 | 2,564 | 0.5 | 2,718 | 0.5 |
| Outdoor | 27,774 | 6.7 | 29,917 | 6.7 | 31,503 | 6.8 | 33,357 | 6.9 | 35,122 | 6.9 |
| Internet | 54,683 | 13.1 | 64,026 | 14.4 | 72,531 | 15.8 | 83,457 | 17.2 | 96,392 | 18.9 |
| Total * | 417,147 | 444,410 | 460,311 | 484,436 | 510,648 | |||||
| Source: ZenithOptimedia, October 2011 | ||||||||||
Video Growth
The big winner with new formats is online video.
Video ads are “… becoming the main form of brand advertising in the digital space,” the report says, adding that the streaming video category will see two out of every five ad dollars coming from local advertisers.
Big gains are projected for Internet spend over the next few years:
- 12.6% Internet ad revenue growth in 2011
- 16.2% growth in 2012
- 17.3% in 2013
However, it’s hard to know if tactics like local coupons, social media and other critical new formats are accounted for given the summary table provided below:
| Internet Advertising By Type (US$ Million, Current Prices Currency Conversion At 2010 Average Rates) | |||||
| Ad Type | 2009 | 2010 | 2011 | 2012 | 2013 |
| Display | $18,349 | $21,875 | $25,282 | $29,713 | $35,218 |
| Classified | 9,911 | 10,950 | 11,990 | 13,078 | 14,246 |
| Paid search | 26,423 | 31,202 | 35,259 | 40,666 | 46,928 |
| Total | 54,683 | 64,026 | 72,531 | 83,457 | 96,392 |
| Source: ZenithOptimedia, October 2011 | |||||
For more, visit the Zenith Optimedia site.
Bill Wittur
Bottree Digital Services