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ZenithOptimedia projects global ad spending will increase 6.4% in 2008

Published on .

London—ZenithOptimedia projects that global ad spending will reach $489.32 billion next year, up 6.4% from $459.77 billion this year, boosted by the Beijing Summer Olympics.

ZenithOptimedia also downgraded its ad forecast for North America this year from its December projection of 4.2% growth to $190.83 billion. The revised forecast for North America ad spending this year is $188.87 billion, up 3.5% over last year.

Next year, ad spending in North America will total $196.66 billion, up 4.1% over this year, boosted by the U.S. presidential election and the Summer Olympics.

ZenithOptimedia projects that the Olympics will bring in an additional $3 billion in global ad spending next year.

Also according to the forecast, Internet ad spending will grow six times faster than traditional media between 2006 and 2009, increasing its share of the ad market from 6.1% to 9.4% during this time period.

—Kate Maddox

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