The line graph compares the proportion of advertising expenditure allocated to five different types of media between 2010 and 2024, with future projections extending up to 2040.
Overall, it is clear that the internet is expected to see the most significant increase, overtaking all other media to become the dominant advertising platform by 2040. In contrast, traditional forms of media – namely radio, newspapers, and magazines – are projected to experience a steady decline, while television spending exhibits a fluctuating yet downward trend over the forty-year period.
Looking at the details, in 2010, television held the largest share of the advertising market at exactly 50%. This figure peaked at 60% in 2020, but it subsequently dropped to 40% in 2030 and is anticipated to stabilize at 38% by 2040. Conversely, the internet started as the lowest sector at only 10% in 2010. However, it witnessed a dramatic surge to 25% in 2020, and it is predicted to surpass television by 2030 before reaching a peak of 65% at the end of the period.
Regarding the remaining media sectors, all three followed a consistent downward trajectory. Radio advertising, which stood at 45% in 2010, decreased to 40% in 2020 and is forecasted to reach 28% by 2040. Similarly, spending on newspapers started at 35% in 2010 and dropped progressively to 30% in 2020, with a further projected decline to 20% by 2040. Magazines showed a nearly parallel pattern, decreasing from 33% in 2010 to 28% in 2020, and are expected to hit the lowest point of 18% by 2040.