New York – Advertisers will spend more on Internet
advertising than they do in newspapers for the first time in 2010, according to
a report from market research firm eMarketer.
Online ad spending is expected to
reach $25.8 billion for the year, up 13.9% from 2009, while spending on print
newspaper ads will fall 8.2%, to $22.78 billion.
"Marketers are devoting
bigger shares of their budgets to digital media as they see more customers shifting
time toward the web," said eMarketer CEO Geoff Ramsey. "It’s
something we’ve seen coming for a long time, but this is a tipping point."
"The bad economy has actually accelerated the shift to digital
advertising," Ramsey added. "Online ads — especially search ads — are
increasingly seen by many marketers as a more reliable bet than print ads,
which are often difficult to tie to a measurable financial result."
firm noted that, while total ad spending in the U.S. is expected to bounce back
for the full year, growing 3% in 2010 to $168.5 billion, newspaper spending is
expected to continue its decline next year, falling 6% to $21.4 billion.
online ad spending is expected to grow 10.5% in 2011 to reach $28.5 billion.