In 2010, global television advertising is expected to be worth $180 billion, and global online advertising is projected at $63 billion. Even though online growth was negative, it continues to gain share. Therefore Deloitte’s Media predictions for 2010 predict a 2 percent growth of online advertising.

In 2010 more than 90% of all television watched and over 80% of all audio content consumed will be broadcast. This is counter to many predictions foretelling the imminent demise of schedulers, disk jockeys and broadcasters.

The supremacy of linear is likely to be due to one key factor: ease of use (inertia). In 2010 most consumers of content will likely remain beholden to the schedule, and with hundreds of millions of people spending 40% of their waking hours listening to television or radio, linear is likely to remain dominant for many years to come.

It is estimated that in Serbia up to 80 percent of net income from advertising is generated by television advertising.

“In 2010 will see intensified efforts to converge the Web and TV. By year-end 30% of broadband enabled households are likely to interact with what they are watching on television via a form of computing device. So far, little progress has been made so far in getting Web-based content onto televisions. However, currently many websites are being build specifically for access via televisions,” says Dejan Ljuština, Senior manager in Deloitte. But the main agents of the fusion of television and the Web are likely to be the user, the content provider, and advertisers rather than a integrated device. One of the major beneficiaries of increased simultaneous usage of the Web and television may be advertising. “In 2010, global television advertising is expected to be worth $180 billion, and global online advertising is projected at $63 billion. Commercials viewed on television can direct viewers instantly to websites. Online and television together could result in 47% more positivity about a brand than using either in isolation,” concluded Ljuština.

Online advertising spending share will grow from 10% at the end of 2009 to 15% by the end of 2011. Estimations for online advertising for Serbia for 2009 point out that its current share in net income from advertising is about 1 percent, with the projected average rise of 26 percent until 2011.

Even though online growth was negative, it continues to gain share (online fell 5%, a smaller decline than almost any other advertising category). The overall online figure was negative, but that weakness was largely caused by areas other than search and video; search grew by almost 7% for the first three quarters of 2009: its relative growth rate widened even during the recession.

There is a possibility that the recession has not slowed the growth of online share, but accelerated it.

In 2010 standalone reader devices will likely sell 5 million units globally; eBooks could sell as many as 100 million copies. eReaders will likely have sales of $1.5 billion, but competition from other devices is likely to slow their growth rate going into 2011, even as eBook growth remains close to 200%.

However, eReaders lag the previous adoption curves achieved by portable and connected consumer devices like Internet-connected smart phones, GPS units, and Netbooks.

Magazine and newspaper publishers may be the unexpected beneficiaries of the growth of the eReader. If enough consumers get used to reading and paying for content on their electronic devices, subscriber revenues for other print content may have potential