In it’s 2000 Long Term Advertising Forecasts, The Advertising Association has predicted a rise of more than 40% in advertising expenditure over the next 12 years.
The report covers expenditure trends to 2012 in nine media – television, national newspapers, regional newspapers, consumer magazines, business magazines, directories, outdoor, radio and cinema – and seven product sectors including recruitment, other classified, retail, industrial, financial/services, durables and consumables.
Unsurprisingly, the report claims that the internet is likely to eat into the classified advertising market – a valuable source of revenue to many regional and national newspapers as well as business magazines.
Fragmentation within the television market was also cited as a possible cause for concern as changes in viewing habits make TV a less appealing medium for advertisers.
Alternative media such as Outdoor, Cinema and Radio are predicted to show the highest and most stable growth rates whilst those undergoing radical technological change will be more volatile during this period of development and change.
