TV ad spending will have slower growth this year versus 2012 -- partly as a result of spending in Western Europe. But spending will rebound in all territories over the next five years.
2013, TV advertising will rise 2.8% over its $167 billion level in 2012. (There was a 4.4% hike in 2012 over 2011, according to London-based Digital TV Research.)
North America will again
be the top TV market: $72.3 billion; Asia-Pacific, $44 billion; Western Europe, $27.2 billion; Latin America, $14.5 billion; Eastern Europe, $7.3 billion; Middle East/Africa, $6.2 billion.
In the next five years, overall TV growth will soar 32% to $219 billion by 2018, this for 55 countries the research group analyzes.
In near term, Western Europe will continue to have
problems, sinking 2% to $27.2 billion in 2013 from $27.7 billion in 2012. The most troubled big TV markets there continue to be Italy and Spain.
The 2012 total in Western Europe dropped 1%
versus 2011, which landed at $30 billion. But in five years, it is estimated Western Europe will also recover somewhat, up 11% from 2011’s levels to reach $33.2 billion.
This year, TV
advertising expenditure is forecast to fall in 19 of 55 countries -- mostly European. Other fast growth markets continue to be in Latin America -- especially Brazil and Argentina -- which is expected
to climb 8% this year.