Study: Cable, online advertising set to rise in 2011

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."

For more:
- AdWeek has this story
- Hollywood Reporter has this story
- Broadcasting & Cable has this story

Related articles:
Advanced TV advertising stall points and solutions
TV ad bureau: local cable penetration falling
Advertising's back, CBS earnings reports to show

Suggested Articles

Comcast last Friday moved Turner Classic Movies to its Sports Entertainment add-on package, a move that angered several subscribers.

With the streaming wars intensifying, the “aggregation wars” are poised for greater activity as well: everyone wants a piece of this pie.

Comcast/NBCUniversal is reportedly shifting around its management team ahead of the company’s high-profile launch of Peacock.