The forecast of a 3.9% growth and subsequent $518 billion spend is lowered slightly from the 4.1% suggested in December, reasoned "mainly because 2012 turned out better than we expected, leaving tougher comparatives for 2013," according to the report.
Traditional leading markets such as North America, Japan and Western Europe are set for spending growth of just 1.8% as emerging regions such as Brazil, India and China expand at 10% per year.
The UK is expected growth of 1.5% in 2013 and 2.8% in 2014 - though the UK is predicted to fall from the world’s fifth-largest market (spending $19.5 billion) in 2012, to sixth ($20.7 billion) in 2015 as Brazil catches up.
Steve King, the global chief executive of ZenithOptimedia, said: "As the global economy strengthens, more opportunities will open up for companies to expand their businesses. Advertising is an essential tool for launching new products and entering new markets, and advertisers will increase their budgets wherever they can increase the return on their investment."
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