"Television's share of ad expenditure is leveling off as the internet takes over as the up-and coming advertising medium," according to ZenithOptmedia Group's new report, "Television in Western Europe to 2014," reports MediaPost. The medium's days as the leader in Madison Avenue's media mix are numbered - "over for good" - if the U.S. follows trends in Western Europe, according to the article.
Marketers are turning to online and other media as DVRs, video-on-demand, and other consumer-controlled digital media technologies undermine TV. Western Europe's TV ad spend fell 10.3 percent between 2000 and 2003; ZenithOptimedia forecast that the TV ad market won't return to 2000 levels until 2008.
