Global Ad Spend Outlook Worsens for Most Media

June 28, 2013

Warc-Ad-Spend-Growth-Forecast-by-Medium-June2013Warc has downgraded [pdf] an earlier ad spend forecast, believing that global expenditures will now increase by 3.4% as opposed to an initial assessment of 4% growth made in January. The “Consensus Ad Forecast” is based on ad spend projections across 13 major markets gathered from a number of researchers, and this latest revision is particularly more pessimistic about the prospects of cinema and print. Specifically, cinema ad spend is now slated for just 1.6% growth, down 2.2% points from January, and from 6% growth predicted in August last year.

The forecast for magazines has been downgraded by 1.8% points to -4.3%, while print is projected to fall now by 4.6%, compared to a 2.7% decline in the January forecast.

TV (-0.7% points to 2.5%) and radio (-0.6% points to 1.4%) have also seen their outlooks worsen, while only online advertising (+0.1% points to 13.9%) and out-of-home (+0.2% points to 3.1%) escaped the downgrades.

Overall, Warc expects global ad spending to grow by 3.4% this year before picking up steam and increase by 5.4% next year. Russia (-0.2% points to 12.1%), China (-1.2% points to 9.7%), India (-0.1% points to 8.4%), and Brazil (-1.7% points to 8.1%) are projected to have the fastest growth rates this year. The US, the world’s largest ad market, is expected to see modest growth of 1.8%, representing a downward revision of 0.4% points from January.


Explore More Articles.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This