terça-feira, abril 19, 2005: Publicidade na TV inicia declinio ?

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Television's share of the global advertising market will peak next year before falling in 2007, starting what could be a long-term decline, according to a leading industry forecaster.

The prediction by ZenithOptimedia, a unit of Publicis of France, comes amid fears television's marketing power will be undermined by new technologies such as digital video recorders (DVRs), which enable viewers to skip commercials.

ZenithOptimedia said in spite of those worries, television advertising is still gaining global market share, taking advantage of factors such as the falling circulation of newspapers and magazines in developed countries.

However, ZenithOptimedia's latest report on advertising spending, due out on Monday, predicts television will start losing global market share to the internet in 2007. The shift will be small but noteworthy, the study says.

Since 1980, when ZenithOptimedia began tracking global advertising spending, television's market share has fallen only once in 2001, amid the turmoil after the collapse of the internet bubble in the stock market.
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FT.com / Industries / Media & internet - TV's share of ad market to peak next year

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