Online adspend to grow 5% in US

16 April 2009

NEW YORK: Online adspend in the US will grow by just under 5% in the US this year, according to consensus figures produced by eMarketer, based on the estimates of 14 industry forecasters.

While companies including BMO Capital Markets and Collins Stewart have predicted that the medium will enjoy double-digit expansion this year, these estimates were produced in late 2008.

By contrast, projections made this year are more modest, with Bernstein Research expecting an annual upturn of 3.8%, Barclays Capital pegging growth at 2.3%, and UBS arguing total revenues will decline by some 6% in 2009.

The average expected expansion rate for next year currently stands at over 12%, though again this total may be somewhat inflated as a consequence of the more optimistic forecasts issued in 2008.

Data sourced from eMarketer; additional content by WARC staff