The line graph illustrates the proportion of total advertising expenditure allocated to five media channels in a particular country between 2010 and 2040.
Overall, spending on most traditional media is expected to fall over the period, while online advertising will grow dramatically and eventually dominate the market. TV remains relatively high but decreases slightly after 2020, whereas magazines and newspapers steadily lose popularity.
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 about 40% in 2030, before stabilising at roughly 38% in 2040. Radio follows a similar downward trend, dropping from approximately 45% in 2010 to around 30% by the end of the period. Newspapers and magazines also decline gradually, with newspapers decreasing from about 35% to 20%, and magazines falling more steeply to just under 20% in 2040, making them the least funded category.
In contrast, Internet advertising grows rapidly. Starting at only 10% in 2010, it increases steadily and overtakes all other forms of advertising by 2030, reaching roughly 55%. This upward trajectory continues, and online advertising is forecast to reach about 66% in 2040, making it the dominant advertising channel.