Global Ad Growth Up 6%, BRIC Leads Expansion

Worldwide advertising growth will continue to move modestly higher this year, up nearly 6% -- with an emphasis on big gains from BRIC territories.

BRIC -- Brazil, Russia, India, and China -- will take the top four spots when it comes to year-on-year percentage growth. Brazil will climb 12.8%; India, 11.3%; China, 11.1%; and Russia, 9.0%, according to London-based Warc, a marketing research company.

Overall, Warc says 2014 will see a 5.8% hike -- a 0.6 percentage-point improvement over a January projection. The company says 2015 will gain 5.0%.

Warc’s new estimates noted that Brazil projections are up 2.4% from its earlier numbers, but Russia’s estimates -- already seeing some negative results due to political uncertainty -- are down 1.7 percentage points.

The U.S. will see a 5.5% gain -- which is 1.5 percentage points higher than estimated in January. The U.K. is now projected at a 6.4% hike, up by 1.0 percentage point from January.

Warc says Italy will be the only country in which ad spend will drop in 2014 versus 2013 -- 0.4%.

As it concerns specific media, Warc says Internet business will climb 16.4%; TV will be 5.3% higher; cinema will be up 4.6%; out-of-home will add 4.2%; and radio will rise 2.0%. Areas that will decline are magazines, off 3.5%, and newspapers, down 4.1%.
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