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Zenith raises estimates for global ad spending

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[New York] ZenithOptimedia slightly upgraded its estimates for worldwide ad spending to 5.4% this year and 6.5% in 2006, up from 5% this year and 5.8% next year in an update of the annual forecast the Publicis Groupe-owned media buyer issued in December. For the U.S. market, ZenithOptimedia predicts 4.3% growth this year and 6% in 2006. Although many major marketers have diverted ad spending from TV in recent years, ZenithOptimedia said TV's share of ad spending has continued to rise, and predicts TV will peak in 2006 with 37.9% of worldwide ad dollars. The biggest growth is coming from Internet ad spending, projected by Zenith to grow from 3.5% of all ad spending in 2004 to 4.4% by 2007.
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