The global average forecast is based on nation-by-nation weighted spend reported from ad agencies, media monitoring companies, analysts, Warc's own team and other industry bodies.
Warc says that of the 13 markets covered, 12 will see net growth this year. After Brazil, India, China and Russia, which will see 12.8%, 11.3%, 11.1% and 9% ad spend growth, respectively, come the UK (6.4%), the U.S. (5.5%), Canada (3.5%), Japan (2.4%), Australia (2.1%), Germany (1.6%), and Spain (1.5%). France spend will see only a 0.4% uptick and Italy will see its marketers spend 0.4% less than last year.
The consultancy is also reporting that it is raising its own predictions versus the numbers it had reported in January this year, with Brazil getting the biggest percentage-point gain versus Warc's January prediction (2.4 percentage points). Warc, all told, is upgrading spend predictions for seven countries and downgrading it for four countries, including Italy, Australia, Russia and China. The firm had in January predicted that Russia would, like India and Brazil, see double-digit growth this year versus last.
Warc is forecasting that all media except print will see record spend growth in 2014. Not surprisingly, the Internet, with a 16.4% increase, will be up the most. After that comes TV, up 5.4%; cinema, up 4.6%; out-of-home, up 4.2%; and radio, up 2%. Global ad spend against magazines will drop 3.5%, per Warc, and newspaper spend will drop 4.1%.