Ad Sales Forecast to Rise 5.4% in 2011, Led by Emerging Markets, Internet

Advertising sales worldwide will increase 5.4 percent to $412 billion next year, with Argentina, India and China leading the way, according to researcher MagnaGlobal, part of Interpublic Group of Cos.

The forecast, up from 4.2 percent previously, reflects a steadily improving global economy and brighter outlook for the media industry, New York-based Magna said in a report. Growth this year will reach 6.9 percent, exceeding the firm’s estimate of 5.6 percent.

Online advertising will overtake newspapers as the world’s second-largest ad medium behind TV by 2013, Magna said. Internet ad revenue may reach $117 billion by 2016, according to Magna’s report.

To contact the reporter on this story: Sarah Rabil in New York at srabil@bloomberg.net.

To contact the editors responsible for this story: Peter Elstrom at pelstrom@bloomberg.net.

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