ZenithOptimedia: Internet to Dominate Ad Spending in Key Markets

ZenithOptimedia is forecasting that the internet will be the largest advertising medium in 12 key ad markets in 2017, overtaking television.

Last year, the internet was the dominant medium in seven markets: Australia, Canada, Denmark, the Netherlands, Norway, Sweden and the U.K. By 2017, it will dominate another five: China, Finland, Germany, Ireland and New Zealand. Globally, though, the internet will remain in second place, behind television. The gap between the market shares of the two media will shrink from 11 percentage points this year to 4 percentage points in 2017.