Ad Spending for 2011 and Beyond

Posted on 12/8/2010 by Jim Pickerell | Printable Version | Comments (2)

Global ad spending in 2011 is expected to be up 5.4% to $411.7 billion according to MagnaGlobal, but the trend for the print segment of the business in the Western world is not so rosy.

The first thing to recognize is that the major growth of advertising will be in Asia—China, India and Indonesia. China and India together will account for 26% of total industry growth between 2011 and 2016. During this period, Asia-Pacific ad revenues will rise from $96 billion to $151 billion. ZenithOptimedia forecasts a 51% advertising growth for China in the next two years. By 2012, the Chinese market will be the world’s third largest, behind the U.S. and Japan but ahead of Germany. Unfortunately, growth in that part of the world will probably have very little impact on the fortunes of European and North American photographers.

TV advertising worldwide is forecast to be $169.1 billion with $125.6 billion of that for broadcast TV. Total print advertising will be $116 billion with $80.1 billion for newspapers and $35.8 billion for magazines.

Internet advertising in 2011 is expected to bring in $70.9 billion: $34.9 billion for paid search, $4.7 billion for online video, $2.7 billion for mobile and $28.6 billion for other types of Internet advertising. It is estimated that sometime in 2012 or 2013, Internet advertising will exceed advertising for newspapers, and of course, it already greatly exceeds magazine advertising. By 2016, MagnaGlobal expects total Internet advertising to be $117.5 billion, and magazine and newspaper advertising combined to be only $123 billion.

It should also be noted that a relatively small percentage of the populations of China, India and Indonesia have Internet access. Thus, a higher percentage of advertising dollars in these countries will be spent on print advertising. In the Western world, where most of the population has computer access, Internet advertising will probably exceed print advertising much more quickly than the worldwide figures would indicate.

In the next 5 years digital advertising is expected to grow by 66%. Most of that spend will not be new add-on revenue, but resources redirected from other types of advertising which in most cases will mean print.

One bright spot for photographers may be online video. MagnaGlobal expects that segment of the market to at a rate of near 20% per year for each of the next six years. At the same time mobile ad spending is forecast to grow from $2.7 billion to $6.6 billion by 2016.

ZenithOptimedia says growth in the U.S. and Western Europe is being held back by economic uncertainty—growing debt, unemployment and government spending. All of that, of course, affects consumer confidence and consequently consumer spending. The general feeling is that the pre-recession spend of 2008 still won’t be seen again for another couple of years but when that full recovery does come the likelihood is that print (paper) won’t see much of it, if any.

Copyright © Jim Pickerell. The above article may not be copied, reproduced, excerpted or distributed in any manner without written permission from the author. All requests should be submitted to Selling Stock at 10319 Westlake Drive, Suite 162, Bethesda, MD 20817, phone 301-461-7627, e-mail: wvz@fpcubgbf.pbz

Jim Pickerell is founder of, an online newsletter that publishes daily. He is also available for personal telephone consultations on pricing and other matters related to stock photography. He occasionally acts as an expert witness on matters related to stock photography. For his current curriculum vitae go to:  


  • Fred Voetsch Posted Dec 9, 2010
    And the entire stock photography industry is maybe a few billion?
    Well, if you have your share then I say, good for you but otherwise I suggest that this throws a lot of extra weight behind my theory that many photographers are better off self-publishing online and generating ad revenue along with sales from licensing and prints.

  • Shannon Fagan Posted Dec 10, 2010
    Media use in China is poised to grow in relation to many factors, including the monetization of illegal use and theft online and in print. Its impact on "the fortunes of European and North American photographers" will be correlated to the embrace of the local market to new licensing models and acceptance of stock image use versus that of assignment. In contrast to the US and Europe, print use is still fairly robust in China. China saw 6.3% newspaper ad revenue growth in 2008. That being said, China is not insular from what is being observed elsewhere. The Deputy General Secretary of the China Advertising Association has noted that "paper media faces a crisis, new media has the best development opportunity" in China.

    China's ad market is experiencing exciting growth not just for increased ad revenue spends. There is much room for creative advertising in line with the trend towards new media. The most significant change being seen is user generated content. Figures from 2009 showed that 26% of China's population was on the internet. This equates to 338 Million of the Chinese population. This 26% embrace of the internet in China is nearly equal to the entire population of The United States and Canada combined.

    Shannon Fagan

    Chair, ASMP Stock Imaging License Committee

    Photography Business Development Consultant Beijing, China

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