Digital gaining on newspapers faster than thought
This year, not the next, will be the point at which digital overtakes newspapers' share of the global advertising market to become the second largest medium, according to the latest spending forecast from Carat.
Digital, which in Carat's view comprises search, display, online video, social media and mobile, will take a 15.3% share this year with newspapers on 14.4%.
The latest prediction revises Carat’s March forecast, which tipped digital for a 14.5% share and newspapers for 15% this year and put the crossing point in 2013.
Jerry Buhlmann, chief executive of Aegis Group, said: "The trend of audiences moving online shows no sign of slowing down, as demand for online content and the proliferation of internet and mobile access increases."
Having previously expected newspapers to show no growth this year, the forecast is now for a 2.8% drop with a further 1.7% decline in 2013.
Digital has been revised up from 16.5% this year to 17.9% and from 13.5% next year to 16.4%.
Television is expected to grow almost in line with the overall advertising market and retain a dominant share of 46% this year, slipping to 45.6% next year.
Global year-on-year % growth at current prices (figures in brackets indicate previous predictions made in March)
|Television||4.4 (5.5)||4.3 (5.3)|
|Newspapers||-2.8 (0.0)||-1.7 (1.0)|
|Magazines||1.0 (1.8)||1.7 (1.0)|
|Radio||3.9 (5.3)||4.5 (5.2)|
|Cinema||6.2 (4.8)||5.2 (5.4)|
|Out-of-home||6.9 (8.8)||7.0 (9.2)|
|Digital||17.9 (16.5)||16.4 (13.5)|
Global % share of advertising spend (figures in brackets indicate previous predictions made in March)
|Television||46.0 (45.9)||45.6 (45.7)|
|Newspapers||14.4 (15.0)||13.5 (14.3)|
|Magazines||9.4 (9.5)||9.1 (9.2)|
|Radio||7.0 (7.1)||6.9 (7.1)|
|Cinema||0.6 (0.6)||0.6 (0.6)|
|Out-of-home||7.3 (7.4)||7.4 (7.6)|
|Digital||15.3 (14.5)||16.9 (15.5)|
This article was first published on mediaweek.co.uk
- Senior Category Manager Ball & Hoolahan £50,000 + car or c/a, West Midlands
- Marketing Controller Ball & Hoolahan £85,000 + Car/Car Allowance, South East England
- Recruitment Consultant Blue Skies Marketing Recruitment £25000 - £35000 per annum, Stratfordupon Avon
- Senior Account Manager Gemini Search £32000 - £36000 per annum, London
- Freelance Creative Blue Skies Marketing Recruitment £150 - £350 per annum, London
- Adam & Eve/DDB wins 2014 IPA Effectiveness Awards Grand Prix
- Enjoyed getting an hour back on Sunday? You'll get years back if you stop smoking, says charity
- Tiffany & Co hires MEC for $100m global media
- Mattessons Fridge Raiders campaign delivers AI robot to YouTube gamer
- HSBC launches Anyone's Game golf campaign
- Facebook and Airbnb sign up to D&AD New Blood