2008 Olympics to boost TV to its highest ever share of world adspend: ZO

It won't only be the athletes who'll be jumping higher next year, according to ZenithOptimedia.

ZenithOptimedia is predicting that next year’s Olympic Games will help lift television’s share of the global ad market to a record 38.2%.

Other expectations announced by the Toronto-based agency yesterday:

• Online video and local search will drive 30% growth in Internet ad expenditure this year – nine times faster than the rest of the ad market;

• Between 2006 and 2009, Internet adspend will grow 85% and raise its market share from 6.1% to 9.5%;

• The US downgraded to 2.5% growth in 2007 from 3.3%, after the credit squeeze resulting from a continued slump in the housing market.