Zenith: TV Ad Spending to Peak in 2006

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Television’s long record of dominance in the worldwide ad market may come to an end next year as networks lose market share to the Internet and other ad outlets, according to a new ad forecast.

The forecast from London-based ad firm Zenith Optimedia, predicts that TV’s share of a $417 billion global ad market will peak next year at 37.9%, then start ticking down in 2007.

Internet advertising, currently the smallest sector Zenith tracks, should increase to 4.4% in 2007, up from 3.6% last year.

TV's share of the global market has increased every year since 1980 but one, 2001, when the U.S. dotcom market collapsed.