Despite "unprecedented economic problems" that may precipitate a 6.9% global decline in advertising expenditures this year, television is fairing relatively well in the downturn, according to a report released by ad agency Zenith Optimedia.
The report predicts that TV ad expenditures will fall 5.5% for 2009 but that decline is less steep than other mediums such as newspapers, magazines, and radio. Zenith also predicts an increase in market share for television from 38.1% in 2008 to 38.6% in 2009, followed by a record 39.3% in 2010.
"Advertisers that cut budgets across the board will often cut television last, since they know it best and are convinced of its effectiveness," the report stated. The medium may also be benefitting from the fact that people are spending more time at home and watching more television.
Broadcasting & Cable
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