Digital gaining on newspapers faster than thought

This year, not the next, will be the point at which digital overtakes newspapers' share of the global advertising market to become the second largest medium, according to the latest spending forecast from Carat.

Newspapers: global ad market share swings towards digital
Newspapers: global ad market share swings towards digital

Digital, which in Carat's view comprises search, display, online video, social media and mobile, will take a 15.3% share this year with newspapers on 14.4%.

The latest prediction revises Carat’s March forecast, which tipped digital for a 14.5% share and newspapers for 15% this year and put the crossing point in 2013.

Jerry Buhlmann, chief executive of Aegis Group, said: "The trend of audiences moving online shows no sign of slowing down, as demand for online content and the proliferation of internet and mobile access increases."

Having previously expected newspapers to show no growth this year, the forecast is now for a 2.8% drop with a further 1.7% decline in 2013.

Digital has been revised up from 16.5% this year to 17.9% and from 13.5% next year to 16.4%.

Television is expected to grow almost in line with the overall advertising market and retain a dominant share of 46% this year, slipping to 45.6% next year.

Global year-on-year % growth at current prices (figures in brackets indicate previous predictions made in March)

  2012 2013
Television 4.4 (5.5) 4.3 (5.3)
Newspapers -2.8 (0.0) -1.7 (1.0)
Magazines 1.0 (1.8) 1.7 (1.0)
Radio 3.9 (5.3) 4.5 (5.2)
Cinema 6.2 (4.8) 5.2 (5.4)
Out-of-home 6.9 (8.8) 7.0 (9.2)
Digital 17.9 (16.5) 16.4 (13.5)

Global % share of advertising spend (figures in brackets indicate previous predictions made in March)

  2012 2013
Television 46.0 (45.9) 45.6 (45.7)
Newspapers 14.4 (15.0) 13.5 (14.3)
Magazines 9.4 (9.5) 9.1 (9.2)
Radio 7.0 (7.1) 6.9 (7.1)
Cinema 0.6 (0.6) 0.6 (0.6)
Out-of-home 7.3 (7.4) 7.4 (7.6)
Digital 15.3 (14.5) 16.9 (15.5)

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose has joined forces with Channel 4 and produced a Saturday morning lifestyle and cookery programme called 'Weekend Kitchen with Waitrose', with TV presenters Lisa Snowdon and Steve Jones signed up to front it.

Share
Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

The Guardian reached more than 100 million monthly unique browsers for the first time in March, according to Audit Bureau of Circulations figures published today.

Share
Toyota achieves the impossible by calming angry Roman drivers

Toyota achieves the impossible by calming angry Roman drivers

Italians swearing and shouting while sitting behind the wheels of their cars and negotiating the busy streets of Rome could become a thing of the past if they all start driving Toyota's Hybrid vehicles, implies a short film for the car brand.

Share

Get news by email