According to ZenithOptimedia's quarterly global ad forecast, over the next two years, newspapers, magazines, radio and outdoor advertising are expected to lose about 0.1 per cent of share each. The cinema will hold steady. Meanwhile, TV will gain 0.1 per cent of share. The Internet will fare better by adding 0.5 per cent.

ZenithOptimedia Group also improved its ad spend outlook over the next couple of years. The new forecast, which revised an update issued three months ago, actually modestly downgrades U.S. ad spending growth in the US modestly for 2004, but revises it upward for 2005 and 2006. Europe, Asia-Pacific and worldwide ad spending estimates also improved for 2004.

All markets were upgraded significantly for 2005 and 2006. The report also projects that European ad expenditures will grow faster than the US and that there is "particular strength in emerging markets of Asia, Middle East, Russia and Turkey."

Internet advertising has accounted for 3.5 per cent of display advertising revenue this year, compared with 3.2 per cent last year. Reports indicate that the firm expects it to account for 3.7 per cent in 2005 and 4 per cent in 2006.