ADOTAS — Overall advertising may be slowing but 2009 will be the first year that ad spending online is greater than local and national spot TV, according to Myers Publishing.
EMarketer notes that with with online expenditures rising from 10.6% of the total in 2008 to 12.2% this year, the rise in market share will occur despite a 0.5% drop in spending forecast for online in 2009, to $24.55 billion.
Total US advertising spending is expected to drop 13.3% this year. Myers’ previous forecast, from May 2009, projected only a 12.1% decrease. The firm pegs next year’s decline at 4.8% (revised upward from a 5.1% drop), with recovery beginning in 2011, at 1.1% growth. US advertising spending is expected to increase by 5.3% in 2012 to nearly $205 billion.
EMarketer projected in April 2009 that total US ad spending would drop 8.2% this year, and that online spending growth would stay positive, rising 4.5%.