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Global ad spend growing, but TV will plateau

Global advertising revenues will enjoy their strongest growth in a decade between 2013 and 2016 but the proportion accounted for by TV ads will level off, according to the latest forecasts.

ZenithOptimedia forecasts that global ad spend growth will rise from 3.6% in 2013 to 5.3% in 2014. Growth will then increase to 5.8% in 2015 and 2016, according to the media agency, but the that growth will be driven by mobile technology.

TV has steadily built ad share for three decades – the proportion of the total ad market that TV commands has risen from 36% in 2000 to 39% in 2010.

TV will hit its all-time peak share this year, taking 40.2% of all ad revenues, but its share will slide marginally from this point. Zenith says TV will take 39.3% of all advertising revenues by 2016.

Mobile internet will be the fastest growing advertising category. It will take 2.7% of ad spend this year. By 2016 that proportion will have increased to 7.7%. Desktop-focused internet advertising’s market share will increase from 17.9% to 18.9% across the same period.

By country the US, Japan, Germany, China and the UK will remain the top five markets respectively in terms of ad revenue generated between 2013 and 2016. Canada and France will, meanwhile, slip out of the top ten to be replaced by Russia and Indonesia by 2016.