The line graph illustrates how the proportion of advertising expenditure was allocated to five media categories in a particular country between 2010 and 2040.
Overall, while spending on most traditional channels is expected to decline, Internet advertising will grow substantially and eventually become the dominant medium. TV remains relatively prominent until 2020 but drops afterwards, whereas newspapers, magazines, and radio all show steady downward trends throughout the period.
In 2010, television accounted for just under 50% of total advertising spending, rising to a peak of around 60% by 2020. However, this figure is projected to fall sharply to approximately 40% in 2030 and then level off at about 38% by 2040. Radio also experiences a gradual decline, decreasing from roughly 45% in 2010 to about 30% at the end of the period. Newspapers and magazines follow similar trajectories, with newspapers falling from around 35% to 20%, while magazines decline more sharply to the lowest point, just under 20%, in 2040.
In contrast, Internet advertising expands dramatically over the 40-year period. Starting at only 10% in 2010, it increases steadily and surpasses all other categories by 2030, reaching approximately 55%. This upward momentum continues, and online advertising is forecast to reach about 66% in 2040, making it by far the largest share of total advertising expenditure.