The World: Shanghai - Digital adspend set to outstrip all other formats

Digital advertising in China will overtake newspaper and outdoor advertising by the end of the year. And the gap will widen further in 2009, according to new research by Group M.

The media group predicts that the combined spend for internet and other digital advertising will reach $3.6 billion this year and $5.2 billion in 2009.

In contrast, newspaper adspend is expected to show a modest growth from $3.2 billion in 2007 to $3.6 billion by the year 2009.

While TV will remain the dominant medium in terms of adspend, its share of total media is set to drop from its current 63 per cent to 61 per cent in 2009.