Global Ad Consensus Grows Gloomier, Online Remains The Sweet Spot
Warc's new "consensus" estimate calls for worldwide ad spending to rise 4.4% this year, a downward revision of more than half a percentage point from the 5.1% rate of growth it estimated for 2011 in April.
Warc's consensus is based on a weighted average of ad spending projections at current prices from a collection of ad agencies, media monitoring services, analysts' reports, and Warc's own proprietary projections, which it noted are generally more negative than those of the other industry sources.
The consensus is a compilation of estimates for 13 major advertising markets, the most negative of which are in Western Europe -- especially Italy, which lost 3.3 percentage points from its April outlook and is now expected to decline 0.7% in 2011. Spain will also decline 0.7%, losing 3.1 percentage points from April.
Warc said the downward revisions are consistent with the "recent loss of confidence in these economies."
The report did not break out new projections for the world's largest ad market, the U.S. -- which accounts for about half of all ad spending -- but it noted that several markets actually improved their outlooks from April, including Russia, which is now expected to expand 19.8% this year (up 3.6 percentage points from April). China's outlook rose 0.8 points to +14.1% and Canada's rose 0.1 points to +5.4%.
Among the major media, Warc said online will expand the most, rising 14.6% in 2011 and 13.3% in 2012. TV is projected to rise 5.0% in 2011 and 7.5% in 2012.
Warc's revised global ad spending consensus for 2012 for all media is now +6.3%, a slight improvement from the 6.2% it projected in April.
Recent MediaDailyNews Articles
-
Fox May Stream Super Bowl On Authenticated Basis June 19, 9:04 p.m.
The past two Super Bowls have been streamed free online, but Fox may offer a type ... -
Univision, 'Variety' Team For Original Content June 19, 5:43 p.m.
Reflecting the growing size and important of the U.S. Hispanic market, TV broadcasters have been moving ... -
UK Ad Spend Forecast To Hit $20B June 19, 5:40 p.m.
The pace of ad spending in the UK is picking up. Measured media expenditures in the ... -
3 Innovation Lions Awarded, Barbarian Grabs Grand Prix June 19, 1:33 p.m.
The Barbarian Group has won the Lions Grand Prix Award for Innovation, a new award category ... -
Cable Upfront Begins, Final Take Projected At $9.8B June 19, 12:07 p.m.
Following most of the broadcast upfront deal-making, many cable networks have been inking and completing upfront ... -
Shazam Launches Service To Measure TV Campaigns June 19, 10:49 a.m.
On the heels of other social media apps looking to help out TV brand advertisers with ... -
GM Returns To Oscars, Drives 5-Year Deal June 19, 10:16 a.m.
General Motors and the Oscars telecast are back in business.The Detroit carmaker said Wednesday that it ... -
Cannes King: Omnicom Earns Most Medals, Media Agency Of Year June 19, 9:34 a.m.
Omnicom’s OMD Worldwide was the most medaled media network at the Cannes ad festival this year, ... -
Consumers Tag Costco, Movado As Most Promising Brands June 18, 6:09 p.m.
Costco, Cisco and Movado are the three most financially promising pure-play, publicly traded brands in the ... -
'Voice' Sings To Consistent Beat June 18, 5:57 p.m.
One of the biggest shows on broadcast television finished its spring edition pretty close to where ...
Be the first to comment on "Global Ad Consensus Grows Gloomier, Online Remains The Sweet Spot"
Leave a Comment