London—Digital advertising spending is expected to surpass newspaper ad spending this year, according to a revised forecast from Carat. Digital ad spending will garner a 15.3% share of the global ad market this year, up from a March projection of 14.5%, Carat said. Newspaper ad spending will receive a 14.4% share, down from 15.0% in the earlier forecast.
Television will continue to command the largest piece of global ad spending this year, with a 46.0% share.
Carat also revised its projected growth rate for digital advertising this year to 17.9%, up from 16.5%, and said it expects newspaper advertising to see a 2.8% decline, from a prediction of no growth.
Total global ad spending will grow 5.0%, down from the 6.0% Carat predicted in March.