The Week: Advertising News - 2008 Games will boost TV

The 2008 Olympic Games in Beijing will boost TV's share of global media to a record 38.2 per cent, according to ZenithOptimedia's World Advertising Expenditure Forecast.

Overall, global adspend will be $182.4 billion, up 6.8 per cent on this year's forecast of $169.9 billion. The increase in TV revenues will come primarily from Asian markets, such as China. In western Europe, TV's share of revenues is predicted to fall by 0.5 per cent between 2007 and 2008.