Online and cable advertising should see the largest rebounds this year as total ad spending is expected to increase about 2.5 percent to $155.2 billion this year, according to a study from Publicis Groupe's ZenithOptimedia. Online ad spending is expected to jump 13 percent this year, followed by a 10 percent lift in cable ad spending, according to the advertising agency giant. Cinema spending should increase 10 percent this year. ZenithOptimedia forecasts cable ad spending to 8 percent in 2012 and 7 percent in 2013.
"Most cable networks are expected to show double-digit growth in the upfront over last year, with a revitalized auto market pumping hundreds of millions of added marketing dollars into TV," ZenithOptimedia said in its report.
ZenithOptimedia predicts that by 2013, the Internet will overtake newspapers to become the world's second-largest advertising medium after TV. "While we have long expected this to happen in the near future, this is the first time this event has fallen within our forecast period," the report states.
"Newspaper ad expenditure was still 51 percent larger than Internet ad expenditure in 2010, but newspaper expenditure is shrinking by 1.4 percent a year, as circulations continue to fall in developed markets, and readers migrate to the Internet. Meanwhile, Internet advertising continues to grow at breakneck pace."
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