In terms of media, online is predicted to definitively overtake TV in terms of total ad revenues by 2010, with adspend reaching £3.3bn that year versus TV's £3.0bn, and to leapfrog total press spending by 2013.
Indeed, by 2020, the internet could account for 44% share of all adspend – greater than the combined total of press and television, at 40%.
However, the more pessimistic outlook presented by the report – which provides a "high option" and a "low option" for UK adspend – reduces the predicted adspend increase from 2010 to 2020 to 28%, with a compound annual growth rate of 2.5%.
Display advertising is predicted to expand by 29% in real terms over this period under the high option, a figure that falls to 8% if the lower scenario plays out.
Classified adspend will grow by either 95% or 64%, with online search driving the improvement, and increasing its share of classified expenditure to 64% in 2020 compared with around a third this year.
Among the advertiser categories, spending uplifts by the consumables, durables and financial sectors could peak between 29% and 39%, though the lower option sees consumables outlay rising by 11% financial by 16%, and durables by just 15%.
Retail is the category which appears to face the most austere future, with adspend declining by 4% on the higher option and 13% on the lower option.
For more information on the Long Term Advertising Expenditure Forecast, click here.
Data sourced from the Long Term Advertising Expenditure Forecast