It has been seen that ZenithOptimedia had brought an upbeat forecast for the TV industry's prospect over the next few years. It is being told by the company that it would assert a growing share of the ad market.

"TV suffered less than other media during the downturn because TV viewing rises in a recession and because its brand-building power is a great complement to the internet's strength in generating response and sales", said ZenithOptimedia in its latest market update.

It was told by the Publicis Group subsidiary that in year 2009, TV ad spend reduced 6.7% whereas its market share rose from 38.1% to 39.4%. For the year 2012, it has been predicted that the rise in figure would be 40.6%.

It was also told by the company that in the year 2011 and 2012, new internet video formats would help them to grow faster than internet advertising as a whole. It contributed 32.2% of internet ad expenditure by the final year.

Last year, it was seen that TV took 39.4% of all ad revenues and this year it would rise to 40.3% and in 2011 it rose to 40.6%.