TV ad spend "may be in newspaper-like decline"

LONDON – Television’s share of the world’s ad spend seems to be stalling at 38% says a new report released last week by media buyer ZenithOptimedia. The company’s newest forecast reduces TV’s 2005 spend by $2.3 billion to $148.2 billion, with the bulk of this downgrade ($1 billion) coming in the States “where several big advertisers are reducing and redeploying TV budgets, says the report. (all figures in USD). Japan’s projected TV ad spend is also off by a billion. “TV’s share is stable in most developed markets, but may well have peaked in two notably large and mature TV...