Internet advertising 'to account for more than half of global total'

Josh Hall's picture

Internet advertising will account for more than 50 per cent of overall advertising expenditure within two years.

This is according to new figures from Zenith, which suggest that internet advertising will reach 52 per cent of the global total in 2021.

Internet ads will account for 47 per cent of the total this year, and reached 44 per cent of the total in 2018, according to the company.

But the rate of growth is slowing dramatically, with its share set to expand by 9 per cent in 2021, compared with 17 per cent in 2018 and 12 per cent in 2019.

Breaking the 50 per cent threshold for the first time comes as the situation for some traditional media remains parlous.

Printed newspaper and magazine revenues this year are expected to be less than half the $164 billion global total they recorded at their peak in 2007.

Meanwhile TV ad revenues are expected to fall every year between now and 2021 -  although the drop will be less dramatic, with the global figure expected to fall to $180 billion in 2021 from $184 billion in 2018.

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