A controversial life of its own

According to a new report from ZenithOptimedia, 2008 ad spending is expected to be flat or down everywhere but online, reports Advertising Age.

Overall ad spend in North America next year, according to Zenith, is predicted to be up 4.1 percent from 2007, with worldwide spending up 6.7 percent.

Most of that is because 2008 will contain both a US presidential election and the Olympic Games, both big drivers of spending.

But media in general should expect to see little — or negative — growth. Online will grow significantly, with buyers predicted to devote a record 9.4 percent of dollars to the web. That vaults it past radio in terms of overall dollars.

Online market share will hit double digits in 2009 and then overtake magazine spending in 2010 if Zenith's forecast holds steady.