WWW.MEDIAPOST.COM
Global Ad Spending Strengthening
by Jack Loechner, Tuesday, October 9, 2012 4:30 PM
According to the most recent ZenithOptimedia ad expenditure forecast, Global expenditure will grow 4.6% in 2013, reaching US $525 billion by the end of the year. Developing markets are forecast to
grow by 8% on average in 2013. Central & Eastern Europe will bounce back after a tough 2012 with 7.4% growth in 2013, while Asia Pacific (excluding Japan) grows by 8.2%, and Latin America grows by
10.1%. In summary, the report includes these forecasts:
- Global ad expenditure growth to strengthen over the next two years, rising from 3.8% in 2012 to 4.6% in 2013 and 5.2% in
2014
- Developing markets to grow by 8% in 2013, and internet advertising by 15%
- Eurozone ad expenditure to return to slow growth in 2013 after decline in 2012
- The US to
contribute 29% of ad spend growth between 2011 and 2014
- Developing markets to contribute 59% of ad spend growth between 2011 and 2014, and increase their share of global ad spend from 33% to
36%
- Internet’s share of expenditure to rise from 16.0% in 2011 to 21.4% in 2014, exceeding 30% in seven markets
- European football championship, Olympics and US elections to
help television attract a record 40.4% of global ad spend in 2012
The report says that North America has had a particularly strong 2012 thanks to record Olympic audiences and heavier
than expected political advertising in the US. The forecast expects solid 3.6% growth from North America in 2013. Digital media, particularly Internet advertising, are supplying most of the
growth in spend by medium. Internet advertising is expected to grow by 15.1% in 2013, while traditional media will grow by 2.3%.
Major Media Advertising Expenditure By Region (newspapers, magazines, television, radio, cinema, outdoor, internet;
US$ million, current
prices) 201220132014 North America $172,039
$178,313 $186,344 Western Europe 107,885 109,668 112,642 Asia/Pacific
140,383 148,423 157,155 Central & Eastern Europe 26,631 28,592 31,089 Latin America 38,080 41,935
45,600 Middle East & North Africa 4,198 4,313 4,412 Rest of world 12,321 13,468 14,812
World501,536524,712552,054Source: ZenithOptimedia, October 2012
The forecast for global growth in 2012 has been reduced to 3.8%, from the 4.3% published in June. Advertisers have cut spending in the Eurozone in response to further economic weakness, to shrink
3.1% over the course of this year, compared to the 1.1% decline forecasted in June. As advertisers have recalibrated their expectations for future growth in the region, budgets are expected to resume
a slow 0.9% growth in 2013, strengthening to 2.3% in 2014, assuming the Eurozone remains intact.
Major Media Year-On-Year Percent Change (newspapers, magazines, television, radio, cinema, outdoor, internet) 2012 vs. 20112013 vs. 20122014 vs. 2013 North America 4.2% 3.6% 4.5%
of which USA4.33.64.4
Western Europe -0.7 1.7
2.7 Asia Pacific 6.2 5.7 5.9
excluding Japan8.08.28.5 Central & Eastern Europe 1.8 7.4 8.7 Latin America 7.7 10.1 8.7
Middle East & North Africa 1.0 2.8 2.3 Rest of world 6.3 9.3 10.0
World3.84.65.2Source: ZenithOptimedia, October 2012 Steve King, Global Chief
Executive Officer for ZenithOptimediaGroup, says that “... advertisers are broadly continuing to invest... (but) are seeking to ensure that any expenditures are delivering strong return on
investment... “ For
additional information from
ZenithOptimedia, please visit here.