A research conducted by Carat, which focuses on digital media such as interactive television and the Internet, advertising budgets are shifting to the internet from Television and Newspapers.


Robert Lerwill, the CEO of Aegis, the parent of Carat and several other media networks, says on the basis of a research conducted by Carat, Aegis is shifting its budget allocations to the internet. He said, in the company’s revised outlook, “We are seeing some interesting shifts in the allocation of advertising budgets”.

According to Carat’s research, “Television’s share of advertising spend is leveling out and newspaper’s share of advertising is declining, with budgets shifting to the Internet.” Noting that online ad spending has already overtaken radio’s, Lerwill also said that Aegis also expects it to catch up with outdoor during 2005.

According to the company another fundamental shift is towards Asia and against the Western Europe.

“The Asian advertising market is thriving and, at the current growth rate, it will overtake Europe in spend terms by 2008”.

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