2010 Sees US Online Ad Spend Overtake Print Spend For the First Time

The California-based publishing research firm Outsell undertook a survey of 1,008 US advertisers in December, which has demonstrated that the US online ad spend will exceed its print counterpart for the first time this year.

Because of the cost-effectiveness of the online channel, they predict US advertisers will spend $119.6bn (£80bn) on digital advertising compared with $111.5bn (£74.6bn) on print in 2010.

Of the US brands' collective $368bn (£246bn) 2010 ad budget, 32.8% will be spent online compared with 30.3% for print advertising.

Chuck Richard, the Outsell VP and Lead Analyst commented, "Advertisers are directing dollars toward the channels which generate the most qualified leads and most effective branding. As they emerge from the recession, they need more accountability and they're spreading their spending over a widening set of options."

As for the UK, data published by the Advertising Association last month said the UK ad spend is predicted to pick up growth once again by autumn. Data for Q3 2009 showed an online spend increase of 1.4%.

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