Merrill Lynch estimates that online ads will account for 4.6 percent of adspend in 2005, up from 3.7 percent in 2004, according to a MediaPost report. Due particularly to increased forecasts for non-search online media, Merrill Lynch upped its earlier estimate of online media share by 9.5 percent. It also upped its estimate of online share by 2009 even more, to 7.4 percent from 5.3 percent.