Print will lose even more US ad spending share than previously forecast but remain on top, while online is set to grab the second-largest slice of the ad spending pie this year, according to estimates by Myers Publishing.
2009 will be the first year that ad spending online is greater than local and national spot TV, with online expenditures rising from 10.6% of the total in 2008 to 12.2% this year. The rise in market share will occur despite a 0.5% drop in spending forecast for online in 2009, to $24.55 billion.
