As a result, TV is expected to take a 38.2 per cent slice of the global advertising market in 2008, despite the fact that the medium is losing market share in North America and parts of Europe.
"We expect coverage of the Olympics in Beijing to give an extra boost to television in 2008, particularly in China and its neighbours," said Zenith.
Internet advertising expenditure will increase by 85 per cent between 2006 and 2009, according to Zenith and global internet advertising spend is forecast to be $33.7 billion in 2007 and $41.6 billion in 2008.
