Communications Regulatory Authority

Table 1.23. Advertising investments by geographical area (€ billion)
2003 2004 2005
North America 126.9 134.6 138.6
Europe 78.7 83.7 86.8
Asia\Oceania 59.2 63.0 66.5
Latin America 11.0 12.4 14.4
Africa and Middle East 11.4 14.5 17.0
Total 287.0 308.3 323.3
Source: processing on Zenith Optimedia data
The breakdown of investments by geographical area (table 1.24.) shows an
overall stability in the period under examination. In 2005, North America confirms its
leadership in investments with a share of 42.9%. Investments in Europe show a small
decrease whereas the share for the Asian area stays steady. Vice versa, the share of less
developed areas (Latin America, Africa and the Middle East) is slightly up: in 2005
these areas total almost 10% of overall investments.
Table 1.24. Investment breakdown by geographical area (%)
2003 2004 2005
North America 44.2 43.7 42.9
Europe 27.4 27.1 26.8
Asia\Oceania 20.6 20.5 20.6
Latin America 3.8 4.0 4.5
Africa and Middle East 4.0 4.7 5.2
Total 100.0 100.0 100.0
Source: processing on Zenith Optimedia data
The breakdown of investments by medium for Europe (table 1.25.) shows that
the press – as a whole – confirms itself as the main medium in investment obtained
reaching 43 billion euros in 2005. However, if data on daily newspapers and magazines
are considered separately, starting from 2003, television outpaced daily press in terms
of investments volume. The total growth rate of investment was 3.7% in 2005, with a
drop compared to the result in 2004 (6.4%).
Among traditional media, radio proves to be the most dynamic one with a 5.2%
growth, whereas the Internet shows growth rates considerably higher than other media,
reaching – in the period taken into account - an average growth of 38.6%.
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