March 8 (Bloomberg) — U.S. advertisers will spend more on digital marketing than on print this year for the first time, boosting overall ad sales, according to research company Outsell Inc.
Print will make up 30 percent of total advertising and marketing spending in 2010, compared with 33 percent for digital, Outsell analysts Chuck Richard and Sheila King wrote in a report released today. Last year, print spending accounted for 32 percent of the total, compared with 30 percent for online.
Spending on Web sites and other digital media will rise 9.6 percent to $119.6 billion this year, Burlingame, California- based Outsell said. Print expenditures will drop 3 percent to $111.5 billion. Total ad spending will jump by 1.2 percent to $367.9 billion from $363.5 billion last year.
Advertisers will reduce spending on marketing for events, and on television, radio and movies this year. TV, radio and movie expenditures will drop by 3.8 percent to $84.6 billion, Outsell said.
Spending on events will decline less than 1 percent to $45.2 billion this year. It will remain unchanged at $6.2 billion for public relations and miscellaneous other categories, Outsell said.