The latest Consensus Ad Forecast by Warc has projected a 4% rise in global advertising spend for 2013 and a 5.5% increase in 2014, with the mediums of television and online profiting the most.
Despite lowered projections (minus Brazil) since August, Russia, China and the aforementioned Brazil are expected to record the biggest increase in
ad spend over 2013 with all media growth of 12.3%, 10.9% and 9.8% respectively.
Warc has foreshadowed a disruption in growth across
the Eurozone, with France predicted a dismal increase of 0.1%. Italy
and Spain rank lowest with ad-spend down
1.1% and 2.8% each.
As for the UK, Warc expect Britain will buck the European downturn with growth of 3%, whilst over in the United States, the
world’s biggest advertising market, growths of 2.2%
in 2013 and 4% in 2014 are expected.
According to The Drum, "Online ad spend is the only channel expected to show growth in all 13
markets this year, with overall online spend predicted to rise by 13.8
per cent. All other media have also had expectations trimmed in recent
months."
"In 2012, the industry benefited from the Olympics and the US
presidential election. In 2013, we're all keen to see how advertising
holds up without these quadrennial factors. There are still risks for
global economic growth. Marketers are not ready to adjust their cautious
approach just yet," commented Warc data editor Suzy Young.
Wednesday, January 09, 2013
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