Zenith Optimedia Ad Spend Data

Posted: October 17th, 2011   |   Category: Blog | Case Studies | Industry News | Planning

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

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