Global adspend to fall 8.3% in 2009

02 March 2009

NEW YORK: Global adspend will fall by 8.3% this year, with paid-for online search revenues the only sector set to enjoy any meaningful growth, expanding by 11.3% worldwide, according to Bernstein Research.

The company estimates internet ad revenues will grow by 5.9% this year, and that paid-for search ads will be responsible for 35% of the medium's total advertising income during 2009.

By contrast, display spending will fall by 1.5% over the same period, and its share of the internet ad market will fall to 24% from just below 26%.

Bernstein also says US adspend will decline by 1.7% in 2009, although search adspend will rise by 11.4% – compared with some 27% in China – and online adspend will grow by 4.1% overall.

Screen Digest has also just issued figures suggesting ad revenues in Europe's five biggest markets – France, Germany, Italy, Spain and the UK – will fall by an average of 7.8% this year, with the latter being the hardest hit, down by 8.4%. 

TV revenues will decline by an average of 0.4% in these markets, and by 7.7% in the UK, and by the end of 2011 it is estimated the value of the total European TV will be 15% less than in 2007.

Data sourced from Washington Post/Screen Digest; additional content by WARC staff